Limca, Coca-Cola’s homegrown brand, has launched a campaign Sab Nichorle with Jeetender Kumar to give consumers a “lime n lemony” experience and squeeze out the most out of life.
The ad focuses on the light and refreshing tone of the brand and appeals to the youth to maximize all of life’s experiences to the fullest using Jeetu Bhaiya’s unique witt and grassroot appeal.
Karthik Subramanian, Director of Marketing, Hydration, Coffee and Tea Category, Coca-Cola India and Southwest Asia, said Limca is all about freshness, the right replenishment and hydration, and the philosophy that cheers you to go on. “We are very excited to launch “Sab Nichorle” campaign with Jeetender Kumar, our favorite Jeetu Bhaiya. We are also ecstatic to launch an incredible edition of the Limca Book of Records celebrates the unstoppable Indian spirit and 75 glorious years of India’s independence, to pay an ode to the unstoppable.”
Ritu Sharda, Chief Creative Officer, Ogilvy India (North), said Limca is a home-grown brand that has refreshed all of India for years. “For this new campaign, we picked up a very Indian insight of squeezing the maximum out of every situation. And keeping with Limca’s lemony refreshing vibe, we’re calling it ‘nichord le’. The brand is deeply rooted in the philosophy of mat thak and this campaign takes it forward by telling everyone to squeeze out the maximum, without getting tired.”
Thomas Abraham, Managing Director, Hachette India, and former project editor, Limca Book of Records 1988-94, said it’s fantastic to see the Limca Book of Records go past the 30-year mark alongside the country’s 75th anniversary of Independence, which is a focus theme of this book. “The book lives up to its overall positioning of being India’s first and premier record compilation and continues to showcase its tagline ‘India at her best’. This edition is also particularly special in that it pays tribute to the stellar work done by its first editor Vijaya Ghose, who retires this year as Editor Emeritus with LBR 2023 being the last edition she will actively work on.”