Debrief: Limca: Freshness badhao, not pyaas!

08 May,2012

By Anil Thakraney

 

Limca has changed its positioning statement this summer. Earlier they used to promise freshness. Now they are selling the drink as a thirst quencher. ‘Pyaas Badhao’ is the new message. And they have punned on the word ‘pyaas’. Thirst for a drink, and thirst for success.

 

Kareena Kapoor is the new brand ambassador. In the commercial, Bebo encourages a young, budding cricketer to sweat and toil so that he can become a successful player. Of course, lots of Limca drinking shots happen along the way. Totally unhappening stuff, I say.

 

I think makers of Limca have blundered big-time on this one. For one, Bebo is over-used in advertising so she adds little to brand recall. Waste of money. Cricket has been flogged to death in advertising, so that’s a waste of time. But the biggest mistake is giving up ‘freshness’ and opting for a needlessly loaded story. Yes, I am aware ‘freshness’ is a generic concept for cold drinks, but that’s where the challenge for creative people lies. On how to lift a regular thought by creating wow executions. Stunning renditions should have been tried on ‘taazgi’. The new ad tries very hard to establish the ‘pyaas’ of doing well in life. Worse, Bebo demands adequate footage too… what’s the point of using her otherwise? And in all this crowded mess, the brand gets lost.

 

Not working, people. Go back to ‘taazgi’ and go back to the drawing board. And hurry, the summer shan’t last forever!

 

Rating: (On a scale of 1 to 5): 1. Strategy shift bombs.

 

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