This Summer, quench your ‘Limca waali Pyaas’!

Brand Ambassador, Kareena Kapoor continues to enthuse consumers to satiate the “Limca waali Pyaas” with the country’s ultimate thirst quencher…the Lime & Lemoni LIMCA!!

New Delhi, 28th April, 2014: Summers are back and so is India’s ultimate thirst quencher, the refreshing, Lime & Lemoni, Limca. This time, only to quench the distinct, ‘Limca Waali Pyaas’, a thirst, unlike the regular. In the latest campaign, the country’s iconic soft drink brand in the cloudy lemon segment will further elevate the concept of ‘thirst’. This idea is being portrayed by the quintessential Limca girl, Kareena Kapoor, inspiring the Limca lovers to not just drink the refreshing, hydrating beverage but also quench their thirst under demanding situations.

The campaign, through relatable and humorous stories in travel settings, differentiates between ‘Pyaas’ and ‘Limca waali pyaas’ – i.e. normal thirst and extreme physical thirst. The idea of the campaign is rooted in a basic truth – the hotter it gets or the more physically strenuous a situation becomes, the thirstier you feel and only Limca, the ultimate thirst quencher has the ability to quench that extreme thirst.

Talking about the new campaign, Debabrata Mukherjee, Vice President, Marketing & Commercial, Coca-Cola India, said, “Limca has been quenching the thirst of several Indians for over 4 decades with its distinct and unique Lime and Lemoni flavour, staying true to its promise of refreshment and rejuvenation. This is beautifully portrayed by our brand ambassador, Kareena Kapoor in the latest communication campaign, which is a gradual progression from last year’s campaign thought. It explores the thirst dimension of the brand and takes it to a whole new level.

With the summers in full swing, we are sure the Limca lovers will be all set to reach out for their bottle of Limca whenever they feel a deep thirst”.

The campaign has been conceptualized by K.V Shridhar (Pops) and his creative team at Leo Burnett. The film has been directed Nitish Tewari and produced by Tubelight Films.In addition to leveraging mass media advertising, the integrated communication plan includes roll-out of an array of touch points including out-of-home (OOH) media, digital, behind the label promotion, point of sale merchandise and on-ground initiatives across all key markets.

Speaking about the campaign, brand ambassador and Bollywood actor, Kareena Kapoor said, “I am very excited about the new Limca campaign. This is my third year of association with Limca and it always feels great to be associated with such an iconic brand, which has been refreshing consumers for over 40 years. While I have thoroughly enjoyed working on the previous two Limca campaigns, the campaign this year is a tad bit special. I am particularly pleased with the creative work of the latest campaign ‘Limca waali Pyaas’ which I feel is so close to what I have felt after exceptional effort. As an individual, I have always strived for that little extra, and the thirst that one feels after such effort is what gets quenched only by Limca.

Commenting on the Campaign, Nitesh Tewari, says, “Limca has always been known for its thirst quenching properties. This year’s campaign builds on them and tries to establish Limca as the ultimate thirst quencher. The message is simple – when faced with situations of extreme heat and tiredness, nothing refreshes you like Limca. The commercials featuring Kareena Kapoor are quite relatable and drive home the point in light hearted manner.”

Storyboard of the ad

The film opens with a scene at a railway station ticket counter on a hot summer afternoon. There is a long queue of passengers at the ticket counter. As the camera pans, we see, the protagonist, Kareena Kapoor, standing at the far end of the queue. Tired and sweating on a scorching summer afternoon, she is eagerly awaiting her turn. By the time her turn comes she is already drained due to the heat.

Further her just in time arrival at the ticket counter becomes a late arrival when we hear the whistling train about to leave. She runs along to catch the departing train, but all in vain, and is left panting at the platform.

Back in the blistering heat and sweating profusely by now, she spots a vendor selling cold drinks in a bucket. Her eyes lighten up as she spots an icy cold Limca. She eagerly picks up a Limca, the ultimate thirst quencher and glugs it down impatiently. Lime n Lemoni… Limca!

About Coca-Cola India

Coca-Cola India is one of the country’s leading beverage companies, offering a range of healthy, safe, high quality, refreshing beverage options to consumers. Over the last 20 years, ever since its re-entry in 1993, the company has been refreshing consumers with its beverage products – Coca-Cola, Diet Coke, Thums Up, Fanta, Limca, Sprite, Maaza, Minute Maid range of juices, Georgia and Georgia gold range of hot and cold tea and coffee options, Kinley and Bonaqua packaged drinking water, Kinley Club Soda and BURN. The Company along with its bottling partners, through a strong network of over 2.2 million retail outlets, touches the lives of millions of consumers, at a rate of more than 500 servings per second. Its brands are some of the most preferred and most sold beverages in the country – Thums Up and Sprite – being the top two selling sparkling beverages.

The Coca-Cola system in India has registered 31 consecutive quarters of growth, 19 of them being double digit. It believes in the long term growth potential of the country and this system is committed to invest US$ 5 billion in its operations between 2012 and 2020. The system already provides direct employment to 25,000 people and indirect employment to 150,000 people.

The Coca-Cola system in India is contributing in its own small way to building sustainable communities and reducing its own environmental footprint. Some of our community development programs include the “Support My School” program – a movement for healthy, active, happy schools, the ‘Parivartan’ and ‘Pragati’ retailer training program, Career Development centers to train youth and make them employable, women empowerment program as a part of the global 5BY20 campaign, Unnati – a sustainable mango farming project etc.

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For further information please contact:
Priyama Pandey-9871075617 Anisha Chaana-9654571500 Shreya Ganguly-9971286764