Coca-Cola India’s homegrown heritage brand Limca has launched it’s ”Sab Nichorle” campaign with Jeetender Kumar aka Jeetu Bhaiya. This campaign intends to give its audience ‘lime n lemony’ experience and inspire them to ‘nichord le’’ (Squeeze out) the most out of life.
The TVC 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.
Watch the film here:
This year the brand also launches its 31st edition of Limca Book of Records. It honours the feats and masterstrokes of stellar Indians who have excelled in the fields of education, sports, science, agriculture, defence, politics, media, culture, and the arts, among others.
Commenting on the launch, Karthik Subramanian, Director, 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 favourite Jeetu Bhaiya.
“We are also ecstatic to launch an incredible edition of the Limca Book of Records celebrating the ‘unstoppable’ Indian spirit and 75 glorious years of India’s Independence, to pay an ode to the unstoppable,” he added.
Ritu Sharda, Chief Creative Officer, Ogilvy India (North) said, “Limca is our very own home-grown brand that has refreshed all of India for years now. 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 rooted in the philosophy of mat thak and this campaign takes it forward by telling everyone to squeeze out the maximum, without getting tired. Watch the very lovable Jeetu bhaiya as he nichordooes two very relatable-to-every-Indian situations in the most fun way, thanks to lime and lemony Limcaaaaaa.”
Speaking about the launch, 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 the 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.”
The new campaign has been brought to life via integrated efforts across TV, social, digital, and OOH.