Coca-Cola has launched brand Limca Bhaag Bittoo Bhaag campaign that positions the soft drink as India’s ultimate thirst quencher.
Limca Bhaag Bittoo Bhaag TVC created by Leo Burnett, a young man builds up a tremendous thirst after running around town to buy food for his new family members. The boy is the brother of the bride in an arranged marriage, who while playing cricket receives a call from his mother, who says his sister has been busy at home cooking all day for their visitors.
Limca Bhaag Bittoo Bhaag, which is to run in digital and traditional channels in India, finishes with the soft drink’s popular tagline, “Lime n lemoni Limca”.
RajDeepak Das, chief creative officer, Leo Burnett India, said, “The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians.”
“In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian,” he said.
Das said his agency’s film was the kind people would enjoy watching repeatedly, “a great way to achieve a higher level of brand recall amongst the Indian consumers.”
Agency: Leo Burnett India
Chief Creative Officer: Rajdeepak Das
National Creative Director: Sainath Saraban
Executive Creative Director: Amit Nandwani
Senior Creative Director: Kaushik Datta
Writers: Amit Nandwani, Mukul Upadhyay, Banira Khati
Art Directors: Kaushik Datta, Abhinandan Dey,
Account Management: Manav Ahuja, Rajat Gulati
National Planning Director: Rajeev Sharma
Production House: Chrome Pictures
Director: Hemant Bhandari