Ad Campaigns
Limca Unveils Its New Brand Campaign For The Summer
“Limca Fresh Ho Jao”
The new brand campaign underlines the Lime ‘n’ Lemony message in a refreshing representation – Launches 40 second commercial strategically during India Vs England match to reach out to maximum consumers
New Commercial to hit all leading Television channels from 5th of
April.
-The Limca Fresh Ho Jao campaign has been conceptualized by
Anindya Banerjee of Ogilvy and Mather and produced by Ravi Udyawar of Ravi Udyawar Productions
New Delhi, April 3, 2006, Monday: Limca, India’s largest carbonated soft
drink brand in the cloudy lemon category, today launched its new brand
campaign for the season- “Limca Fresh Ho Jao”. The new campaign presents the Lime ‘n’ Lemony message in a refreshing manner. As part of the new campaign, a 40 second advertisement will be aired during the India-England cricket series on Doordarshan and Sahara One, and is expected to hit all other leading TV channels from the 5th of April onwards. The TV commercial also features- the young and bubbly actress Riya Sen.
The new Limca Fresh Ho Jao campaign is a natural progression from the
earlier Mazaa Taazgi Ka campaign of 2005. With “Mazaa Taazgi Ka”, the Brand positioned itself as a “Freshness” brand. The “Fresh Ho Jao” campaign takes the same forward to further establish Limca as the provider of freshness, energy and fun. The new campaign breaks new ground by presenting the entire thought in a more call to action format.
According to Mr. Vikas Gupta, Vice President Marketing Coca-Cola India said, “The new Limca Fresh Ho Jao campaign aptly expresses the feeling of youthfulness and freshness. The message and the entire visualization of the campaign effectively captures the revitalizing freshness offered by LImca to its consumers.”
Limca enjoys over 11% of the total Carbonated Soft Drinks market in India and has doubled its volume growth in last three years. Born in 1971, Limca was the original thirst quenching choice of millions of consumers, and continues to remain so till date – spanning a strong reign of over 3
decades.
About the ad
The “Limca Fresh ho Jao” commercial has been brought to life by Ravi Udyawar of Ravi Udyawar Productions and has been as been conceptualized by Anindya Banerjee of Ogilvy and Mather. The outstanding soundtrack has been provided by Vishal-Shekhar (of Dus, Salaam Namaste and Bluffmaster fame) with lyrics by Swanand Kirkire’s.
The TVC is a montage of people drinking Limca and shows how their experience with the soft drink takes them to imagine the freshness of water surrounding them. They start feeling water and coolness surrounding them taking away the heat and sultriness of the summer.
About Coca-Cola
Coca-Cola India refreshes millions of consumers throughout the country with an exciting range of beverages, including Thums Up, Diet Coke, Coca-Cola, Fanta, Limca, Sprite, Maaza, Georgia, Georgia Gold, Kinley and Kinley Club Soda through a network of more than one million outlets. The company has invested more than US$ 1 billion in its Indian operations, emerging as one of the country’s top international investors and company’s business operations engage approximately 6000 people in India.
For further information please contact
Perfect Relations at 011 -24379862-69
Sonika @ 9871597738 or Rohan @ 9871597717
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.
