Limca- Doobo Taazgi Mein !!

Limca used to be a local soft drink (soda) brand until 1992 when Coca-cola entered the Indian market and bought the brand. It was born in 1972 and has been unchallenged in the lemon segment of the market ever since. It owes its success to the unbeatable formula of sparkly, sharp fizz and a strong lemon punch. It’s a refreshing and reasonably priced drink which has quelled thirst of millions of consumers for more than three decades.

The new Limca ad has left everyone smiling. The campaign is not only new in style & technique, but also the models selected are fresh & invigorating. It’s not often that ad makers realize that new faces like Hrishitta Bhatt bring a breath of fresh air to the commercials and indirectly create a new excitement towards the product.

This recent Limca ad is very eye catching and leaves the consumer refreshed. Everything is ‘fresh’ in this campaign, be it the models or the voice of the playback singer or even the locations. The plot of the commercials is simple, about two young people romancing and getting together because of the product. But what makes this campaign different from others is its treatment.

A friendly battle-of-sexes ensues when the guy drinks a sip of Limca and a lot of water splashes on his neighbor, a girl who is harmlessly sitting & trying to read her book. In a few seconds as the guy goes on drinking his Limca, everything the girl touches or is near to, starts turning into big water splashes leaving her completely drenched. She takes her revenge by going to his house with a full bottle of Limca & a single sip turns his bike into a water splash soaking him completely. The ad ends with both of them standing together with Limca bottles in their hands, completely soaked and smiling mischievously.

It’s very obvious that through this ad Limca is targeting mainly the youth as audience and consumers. It’s trying to bring back romance into lives of those young adults who have become too involved in trying to meet goals for success. This ad not only brings pleasant ‘refreshment’ but also reminds us of excitement, enthusiasm and spontaneity which is slowly diminishing in our mundane lives. A very characteristic feature of this ad is its music. The melodious song is much adorned by the sultry- yet apt-female voice and befitting lyrics, therefore making the ad not only a treat to the eyes but also to the ears.

This Limca campaign has a positive and feel-good effect on the audience. I personally smile every time I watch this ad. Unlike other ads, it doesn’t prompt me to change the channel or put the TV on mute. It would be right to say that this ad truly captures my attention for the 45 seconds it lasts. It has a tangy flavor which uplifts the mood and rejuvenates the senses, much like the soft drink it is advertising. Hence we can say that the Limca ad truly lives up to its campaign of “fresh ho jao”.

Tanaya Malhotra

(2 votes, average: 4.50 out of 5)
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