BASELINE : Fresh ho jao
AGENCY : O&M
DESCRIPTION: Ria Sen and some of her fr
iends are driving out on a hot, sweltering day. She takes a sip from a bottle of Limca, and is immediately doused with a welcome shower of cool water. Soon everyone is drinking Limca and getting doused in cool water. They pass a hoarding that shows a waterfall; the water pops out of the hoarding and showers them again. Finally, they are all shown enjoying in lush green and breezy environs. 4Ps TAKE: Simple brand proposition: With the scorching summer heat making sweat factories out of all, Limca positions itself as the ultimate thirst quencher and coolant! Nothing too exceptional about the ad other than the fact that it draws heavily on the ‘coolness’ factor, which is bound to work well, at least in the parched regions of the country. The USP is the lime and the lemony taste and, of course, there’s Ria Sen who sizzles in the ad... maybe not a good idea, considering it’s so hot anyway :-)
For Complete IIPM Article, Click on IIPM Article
AGENCY : O&M
DESCRIPTION: Ria Sen and some of her fr
iends are driving out on a hot, sweltering day. She takes a sip from a bottle of Limca, and is immediately doused with a welcome shower of cool water. Soon everyone is drinking Limca and getting doused in cool water. They pass a hoarding that shows a waterfall; the water pops out of the hoarding and showers them again. Finally, they are all shown enjoying in lush green and breezy environs. 4Ps TAKE: Simple brand proposition: With the scorching summer heat making sweat factories out of all, Limca positions itself as the ultimate thirst quencher and coolant! Nothing too exceptional about the ad other than the fact that it draws heavily on the ‘coolness’ factor, which is bound to work well, at least in the parched regions of the country. The USP is the lime and the lemony taste and, of course, there’s Ria Sen who sizzles in the ad... maybe not a good idea, considering it’s so hot anyway :-)For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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