NEW DELHI: MOMS, the out-of-home specialist from the house of Madison has helped the Limca brand to urge people to take a plunge into freshness as its tagline, “Doobo Taazgi Mein” (plunge into freshness) suggests. The lime flavored drink from the house of Coca-Cola has used out-of-home media in an aggressive manner to communicate and further strengthen its ‘freshness’ positioning plank.
Talking to network2media, Srinivas Murthy, director, (flavors) marketing, Coca-Cola India, said, “The latest communication initiative for Brand Limca – “Doobo Taazgi Mein” (plunge into freshness) leverages out-of-home creative keeping in mind the need to communicate freshness and emotional rejuvenation even in a static medium.”
On the reasons why the cola major decide to use out-of-home media, Murthy said, “Out-of-Home (OOH) medium complements television and print media, as it tends to be more engaging. As part of an integrated communications campaign, OOH allows for better customization of the communication to localized target audiences.”
On the brief to the agency, Murthy said, “The brief given to the agency was to take the idea of Limca’s ‘water-like freshness’ and emotional rejuvenation to a next level by using water as a key visual element symbolising freshness. In-addition, our focus is also to capture the contemporary and modern part of life to connect with consumers, especially the youth. We have leveraged the thought by amplifying emotions through innovative OOH activation. To strike the right connect with consumers, water has been used a key factor to appeal towards freshness in an exotic way.”
Ogilvy & Mather has developed the creative for Limca’s OOH communication. The executing agency is MOMS. Talking about the innovations in the out-of-home media, Murthy added, “The vibrant interplay of light and colors with the soothing feel of water is the dominant theme and communicates the idea of ‘water like freshness’. The 3D Limca logo adds to the look and feel of the design. Additionally, the actual use of water on outdoors (using acrylic design) in the OOH creative will be executed across key markets.”
Murthy explained this by saying, “At the bus stops, there will be a display with water filled acrylic sheets and 3D Limca Logo floating in it to give it a dimension of freshness. In-addition, at the shopping malls, there will be aquarium shaped glass boxes which will be kept to give an effect of refreshing waves. Innovations like these will be placed all across to communicate ‘water like freshness’ of Limca.”
On the markets that the cola major plans to cover as part of this campaign, Murthy remarked, “As part of the integrated communications campaign, the OOH for Brand Limca is being rolled out in the key cities of Punjab & Haryana and also in Delhi. Going forward, the plan is to roll it out in other cities as well.”