MAM
Limca enters sports hydration category with a new variant; unveils #RukMat campaign with Neeraj Chopra
Mumbai: Coca-Cola India has announced it is foraying its homegrown brand Limca into the hydrating sports drinks category with Limca Sportz. The innovation is in line with The Coca-Cola Company’s endeavour to provide a wide spectrum of beverage choices to consumers, with great taste as well as functional benefits.
With this launch, Limca’s entrance into hydration-based sports beverages, the brand aims to bring alive the #RukMat campaign via an advert featuring reigning Olympic javelin champion Neeraj Chopra.
Conceptualised by Ogilvy, the campaign will revolve around a motivational theme, to encourage the audience to push their boundaries and have a “never say die” attitude. The brand has adopted a holistic marketing approach to boost the new campaign, consisting of digital as well as mass-media broadcasting to maximise media reach across channels.
Speaking on the announcement of Limca Sportz, Coca-Cola India and Southwest Asia director-marketing, hydration, coffee and tea category Karthik Subramanian said, “Building on Limca’s ability to provide full-body rejuvenation so that consumers can be their most energetic, best selves in every situation, we are thrilled to announce our entrance into the sports hydration category with the launch of Limca Sportz. The beverage has been formulated through in-house innovation and extensive market testing.”
“At Limca, we unanimously agreed that there could be no better champion of Limca Sportz than Olympic gold medalist Neeraj Chopra, who is the pinnacle of athletic excellence and embodies the true spirit of our campaign messaging “#RukMat” (never stop),” he added.
Indian athlete, reigning Olympic champion, and world championship silver medalist in javelin throw Neeraj Chopra said, “As an athlete, I understand the vital significance of optimum intake of carbohydrates and electrolytes. Limca Sportz enables faster rehydration for the drinker and helps balance higher endurance during exercise performance—making it the go-to beverage for people who believe in putting in the hard work to achieve their goals.”
“It is the perfect drink for when the body gives up, but the mind says “go on…” I am exhilarated to be the face of the new Limca Sportz campaign. The film perfectly represents my ideals of never giving up and continuously pushing boundaries to get closer to my goals,” he concluded.
Coca-Cola’s Limca has completed over five decades since its foundation in India and is ranked at #4 within Coca-Cola India’s sparkling portfolio. Limca is widely acclaimed for its unparalleled ability to instil a feeling of freshness in the minds and bodies of its consumers.
Limca Sportz is a glucose + electrolyte-based beverage containing essential minerals for rapid fluid intake. The beverage is a no-fizz, water-based drink that helps with faster rehydration in individuals who are involved in physical activity in the form of sports, exercise, and high-intensity chores. It has refreshing real lemon juice to add to the taste and palatability.
Ogilvy (North) chief creative officer Ritu Sharda said, “The most important thing for a sportsperson’s regimen or anyone who is exercising is to be able to do more and more and more without stopping. A few steps more, one more kilometre, one more throw, one more jump, that’s the relentlessness that helps you achieve your goals. Limca Sportz is all about replenishment and hydration, as well as the philosophy of “#RukMatt,” who encourages you to keep going. And who better to launch this than Neeraj Chopra, who we’ve all seen sweating it out with the toughest regimen possible but never stopping at one awesome throw, one medal, or one record. For all those of you who never stop and for Neeraj, we say “Tu #RukkMatt”!”
The new variant will be available on shelves across Delhi NCR, Bangalore, Chennai, Bengal, Mumbai, Pune, and cities of Andhra Pradesh/Telangana starting the month of September, and will be available in packs of 250 millilitre and 500 millilitre.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI: Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
