Leo Burnett leans on ‘Bhaag Bittoo Bhaag’ for Limca

03 Jul,2015

By A Correspondent


Leo Burnett has launched a brand new campaign for Limca in a bid to establish the drink as the ultimate thirst quencher and gain market share in India’s highly competitive soft drink market. The campaign will also help the brand strengthen its popular Lime N Lemoni credential.


Based on humour that is deeply rooted in an Indian cultural context, the new Limca campaign ‘Bhaag Bittoo Bhaag’ succeeds in creating a new language for the brand.


The campaign looks at a scenario where the boy’s family has come to see the girl. The film juxtaposes the mother’s voice raving about dishes cooked by her daughter with the shots of her son running around to buy the same from the market. His journey from one shop to another and back home gives rise to an extreme thirst that can only be quenched by Limca.


Raj Deepak Das

Raj Deepak Das, Chief Creative Officer, Leo Burnett India, said, “Limca has always been part of India’s quirks and traditions. With this campaign, we wanted to maintain that and take the communication to another level. The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians. In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian. It is a kind of film you would enjoy watching repeatedly; a great way to achieve a higher level of brand recall amongst the Indian consumers.”


Amit Nandwani

Amit Nandwani, Executive Creative Director, Leo Burnett India, added, “When faced with situations of extreme heat and tiredness, nothing quenches your thirst like Limca. The new Limca campaign essentially conveys this point while integrating quirks rooted in Indian culture. The plot is not only relatable but also drives home the point in a light-hearted manner.” Limca plans to take its new campaign to consumers through digital and traditional media platforms to intensify the brand experience.


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