Ad Campaigns
Limca launches new campaign this summer
MUMBAI: Coca-Cola India has announced the launch of a new campaign for it lemony drink Limca. The new campaign ‘Chadha Le Taazgi’ is aimed at elevating the brand’s positioning as the ultimate thirst quencher.
First introduced in 1971, Limca has remained unchallenged as the top sparkling beverage in the cloudy lemon segment. The success formula of the home-grown iconic brand is its sharp fizz and ‘lime and lemony’ bite combined with the single-minded proposition of the brand as the ultimate thirst quencher and the provider of freshness.
The TVC is a romantic and playful interaction between a young couple who live in the same neighbourhood. It’s a hot summer day and the boy has just returned with his friends from a football match. His love interest is standing in her first-floor balcony drinking Limca. As he requests the girl to share her drink, she starts teasing and dares him to come up and get it from her. Tempted by the chilled bottle of Limca, he devises a quick plan to reach the cool, refreshing drink. He gathers his friends and forms a human ladder to reach her balcony. As he and his friends climb up, things come to a standstill in the neighbourhood. The neighbours watch the spectacle with curiosity, cheering him on. Finally, on reaching the balcony, thirsty and worn out, he grabs the bottle of Limca and takes a swig. He loses his balance and along with his friends, falls into a pool of water creating a massive splash.
Coca-Cola India director for flavours Abhijit Datta says, “With its light-hearted and relatable campaigns across the years, Limca has always touched our hearts. The brand and the product have a deep-rooted connection to India and it is widely acclaimed for its unparalleled ability to extinguish thirst and leave you feeling fresh. We are continuously evolving our storytelling with consumers and inspiring them to enjoy themselves with our refreshing and great tasting portfolio beverages. The new TVC is being aired both on television and digital platforms.”
The TVC has a soundtrack which is a contemporary version of the popular Bollywood classic ‘Gore Gore, O Banke Chhore’ from the movie Samadhi. The soundtrack has been re-composed by the young music composer Sameeruddin and complements the overall light-hearted nature of the film and the brand.
Leo Burnett executive creative director Amit Nandwani mentions, “With the new Limca campaign, we’ve tried to bring the playfulness, romance and signature splash back to the brand. Set to a modern rendition of a Bollywood classic, the film seeks to bring alive Limca’s promise of water-like freshness in a fun and engaging manner.”
Limca freshness campaign will leverage spots on television, radio and Hotstar during the IPL. Additionally, the campaign will be supported with extensive on-ground activities across Punjab, Haryana, Delhi, Uttar Pradesh and Andhra Pradesh. The on-ground activation will include point of sale across retail outlets, highway signage with visibility drives around Baisakhi in Punjab.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
