Coca-Cola’s traditional brand, Limca, has unveiled its latest marketing campaign featuring the popular Jeetender Kumar, also known as Jeetu Bhaiya. The campaign is titled “Nichord le,” which translates to “Squeeze out Everything,” and aims to provide consumers with a refreshing and tangy experience. The campaign is designed to inspire people to make the most of their lives, just as they would squeeze a lemon to get every last drop of juice.
Limca has been around for over five decades and is known for its ability to infuse a sense of freshness into the minds, bodies, and spirits of its consumers through its zingy lime flavor. The TV commercial focuses on the refreshing and light tone of the brand, appealing to the youth to make the most out of their experiences using Jeetu Bhaiya’s wit and grassroots appeal.
Along with the campaign, Limca has also launched its 31st edition of the Limca Book of Records. This year’s theme is “75 Glorious Years of #RukkMatt Spirit,” honoring the feats and achievements of exceptional Indians in fields like education, sports, science, agriculture, defense, politics, media, culture, and the arts.
The book features over 3,000 records, reader-friendly infographics, photo-enriched display pages, and at-a-glance charts for a visually appealing and colorful read. With the launch of the 2023 edition, Limca pays tribute to the courage, vigor, and resilience shown by Indians in recovering from the COVID-19 pandemic, one of the major humanitarian crises of the 21st century.
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.”
Must Read – Decoding Indian soft drink market 2023
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.”
Neeraj Chopra, the first Indian Olympic gold medallist in athletics and the official brand ambassador of Limca Sportz has been featured in the new edition as one of the record holders. Alongside him, the book highlights some of the path-breaking records of achievers such as Mumbai’s Captain Mayuri V. Deshmukh, as she becomes the first woman offshore pilot-in-command in the country; Dr Radha Shankarnarayanan from Bengaluru who created a 58.06 sq. m mandala artwork – the largest by any individual; and Soyeb Aftab from Rourkela who scored for the first time a perfect score of 720/720 in the National Eligibility cum Entrance Test (NEET) 2020, among many others no less remarkable.
The new campaign is being promoted through multiple platforms including television, social media, digital channels, and out-of-home advertising. The TV commercial focuses on the brand’s unique selling proposition, which is to enhance freshness in life and features the character of Jeetu Bhaiya who adds a touch of playfulness and charm to the campaign. The central theme of the campaign, “Sab Nichorle,” means to enjoy life to the fullest, and it aims to bring a sense of energy and excitement to the audience.