Limca

Ogilvy and Mather

A cold drink is truly a multifaceted thing. Ask the people who make them. According to the ads, they can give you an identity, create an attitude, fill you with courage, make you young, make you smart, make you belong and what not. Then there are some that focus on what they do best—refresh you.

Shivanand ‘Doc’ Mohanty, Creative head, Dentsu Communications

Limca’s previous ad followed a playful couple across the city as they splashed water on each other. It left a strong impression with its outstanding track and seamless SFX, or special effects (and Sushma Reddy, of course!).

This time, Limca builds on it taking the simple promise of taazgi (freshness) to a surprising new level: underwater. A sip of the drink takes a bored couple from a dry, lifeless world above into a refreshing world below. The little touches are nice: the sinking chair, the chandelier…the track binds the action together and refuses to get out of your system. The result? A seemingly tired promise, “freshness”, which has been done by countless brands in countless forgettable ways, suddenly seems, well, fresh.

The are some minor quibbles, such as the “play” could have been more fun. Underwater is a dangerous place. One can sink a lot of money there and surface with a yawn (Blue, anyone?). Or one can come up truly invigorated, like in this Limca ad.

As told to Priyanka Mehra.

priyanka.m@livemint.com