Limca, the lime and lemon flavoured soft drink from Coca Cola has stuck to its popular tagline “Limca. It’s veri veri Lime & Lemoni” throughout its advertising campaigns except for the one time it tried to reposition Limca around freshness, with the tagline, “mazza taazgi ka”. The soft drink brand has always relied on the top Bollywood actresses to lend their face to it, and be the go-to thirst quencher for Indians.
But, Limca has taken a completely different route in its latest campaign. It has stirred in a generous dose of humour and has steered clear from featuring thirsty beauties from the celluloid world. Instead, what we see is a thirsty boy running around town buying snacks and sweetmeats to take home, quickly enough to prevent a calamity.
The boy name Bittoo is playing cricket when he receives a call from his mother, who informs him that ‘ladkewale aye hai’ meaning the groom and his family have arrived to see his sister. He quickly gets into action mode and you wonder why. The woman’s voice is heard through his phone, trying to impress the groom’s family with stories of some great snacks prepared by his sister.
Bittoo, meanwhile, is seen running at breakneck speed around town, to procure all the snacks his mother makes a reference to. From kachoris, dahi bhalle to gulab jamun, he gets all the mentioned stuff and is dead thirsty by the time he reaches home and gives them to his sister, who greets him with a thankless ‘useless’.
He is then seen quenching his supreme thirst with a Limca, while a voice over says, ‘India ke kuch alag hi hai andaaz, yahan kabhi bhi lag sakthi hai Limca wali pyaas’.
Conceptualized by Leo Burnett, the 2-minute film is titled ‘Bhaag Bittoo Bhaag’ and that’s about the only connection with anything remotely Bollywood. It does weave a hilarious plot around the typical Indian arranged marriage meeting. Uploaded on June 22 on Limca’s YouTube page, the TVC has received over half a million views till date.
Bhaag Bittoo Bhaag certainly has the quirkiness quotient required to create a brand recall, something Limca is in dire need of. A digital campaign to promote the 2-minute video and an engaging content strategy on social media could help the campaign create an impact, rather than sharing the ad film on its Facebook and Twitter pages.