MAM
Kareena Kapoor continues to inspire consumers to increase their “Pyaas” with Limca
MUMBAI: Limca has launched its new summer campaign with brand ambassador Kareena Kapoor who urges consumers to strive for bigger and better things in life, in the new communication that takes forward the idea of ‘Pyaas Badhao‘.
Through this communication, Limca inspires consumers to challenge the status quo and aspire for more in its characteristic fresh and spontaneous manner.
In this campaign, Kapoor continues to play the role of a friend and mentor to her co-protagonist. She provokes him in a light-hearted manner and pushes him to strive for more instead of simply accepting circumstances.
Coca-Cola India vice president – Marketing Anupama Ahluwalia said, “This year‘s communication takes the idea “Pyaas Badhao” further and builds on the inspiring message while retaining the freshness and rejuvenation synonymous with Brand Limca. The messaging is simple – it motivates people to dream for more and put in the effort to realize their aspirations. Our focus is to stimulate the “go-getter” spirit in one and all. People should be encouraged by the TVC to “Pyaas Badhao”, which is aspire for more and work towards realising their dreams”
The communication campaign has been conceptualised by Leo Burnett led by executive creative director Nitesh Tiwari.The campaign has been directed by Sainath Choudhary and produced by Vishnu Purple Films.
In-addition to leveraging TV, the integrated communication initiative will also include radio, digital media and out-of-home in key Limca markets.
Tiwari said, “This is a new round of communication based on the ‘Pyaas Badhao‘ (aspire for more) ideology and we are very excited about it. The ad extends Kareena‘s role of being a friend, guide and philosopher to her co-protagonist. This time we have added the elements of love and humour to the messaging, which gives it an impression of the ad being impactful yet funny. We are confident that the ad will motivate consumers to increase their aspirations from life and inspire them to work towards them.”
The film opens on Kapoor sitting with a guy on a bench in a college. She notices a beautiful girl passing by and the guy looking lovingly at her. She teases the guy about his untold love for the girl, and the guy shyly brushes the feeling off. Kapoor then paints a picture in front of him and we get into a dream sequence. She is a part of the dream sequence along with the guy. The dream sequence shows a cunning looking guy whisking away the girl of the protagonist‘s dream. Then Kapoor motivates the guy and tells him, “Tum na thodi pyaas badhao…warna teri maina, koi kauwa uda le jaayega”, and offers him a bottle of Limca. The guy, after having consumed Limca, experiences a wave of freshness and is motivated to pursue the girl of his dreams.
MAM
BLR Airport Launches ‘Connections’ Service to Ease Transit Travel
New initiative targets smoother transfers as Bengaluru hub traffic rises 30 per cent.
MUMBAI: Missed connections may be a traveller’s nightmare but Bengaluru is trying to make them a thing of the past. Kempegowda International Airport Bengaluru (BLR Airport) has rolled out ‘Connections by BLR’, a new transfer programme designed to take the friction out of connecting journeys. Built around three pillars ease, efficiency and experience,the initiative aims to simplify what is often the most stressful leg of air travel.
The move comes as transfer traffic at BLR Airport climbs sharply, up more than 30 per cent year-on-year. Transfers currently account for around 15 per cent of total passenger traffic and are projected to touch 20 per cent by 2026, signalling a clear shift in how the airport is positioning itself within airline networks.
At its core, the programme focuses on making navigation intuitive and downtime more comfortable. Dedicated transfer desks have been set up across terminals, supported by colour-coded wayfinding blue and yellow signage designed for quick recognition. Inter-terminal movement is being streamlined through complimentary shuttle services with predictable wait times, while designated transfer zones aim to reduce passenger confusion.
Beyond logistics, the airport is leaning into experience. Travellers in transit now have access to a wider choice of lounges, curated retail and food and beverage options, as well as sleeping pods for short stays. For longer layovers, transit hotels in both Terminal 1 and Terminal 2 offer boutique in-terminal accommodation, an increasingly sought-after feature as global travel patterns evolve.
The timing is strategic. BLR Airport now connects to 114 passenger destinations 80 domestic and 34 international with key routes spanning Delhi, Mumbai, Kolkata, Hyderabad and Pune domestically, and Singapore, London Heathrow, Dubai, Abu Dhabi and Kuala Lumpur internationally. Recent additions such as Hindon, Bidar and Silchar within India, alongside Dammam, Hanoi and Riyadh overseas, are further expanding its reach.
Infrastructure is also catching up with ambition. Developments including the West Cross Taxiway, Terminal 1 refurbishment and Terminal 2 expansion are laying the groundwork for higher capacity and smoother operations critical for any airport aiming to become a serious transfer hub.
Bangalore International Airport Limited chief operating officer Girish Nair framed the initiative as both a response to demand and a forward-looking play. He pointed to the growing depth of the airport’s network and the opportunity to build a more reliable transfer ecosystem that benefits both passengers and airline partners.
In an era where travel is as much about transitions as destinations, BLR Airport is betting that a seamless connection might just be the journey’s most important upgrade.
