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— Kamal Narang

Mr Venkatesh Kini, Vice-President, Marketing, Coca-Cola India (left), with Mr Kultaran Singh Atwal, President, Truck Owners’ Welfare Society, during the launch of the campaign in the Capital on Thursday.

Our Bureau

New Delhi, May 15 Limca will be riding on a 1,000 trucks in line with Coca-Cola’s increasing focus on out-of-home advertising. The beverage maker has increased its outdoor advertising spends from only one per cent of the total ad spend in 2005, to 12 per cent in 2007.

In an attempt to connect with consumers around travel channels including highways, dhabas and truck backs, the company has signed an agreement with the Truck Owners Welfare Society. Under the agreement, a 1,000 trucks plying on highways would sport ‘truck art’ from Limca- Fresh Ho Jao, the summer campaign designed by Mr Titus Uppurturu and Mr Jitendra Kaushik from Ogilvy & Mather.

With taglines like Taaza Ok Please, Taazgi Disha Is Taraf and 13 Mera 7 Taazgi Ki Baat (read Tera mera saat taazgi ki baat) trucks will be offering other highway riders the Limca freshness. Highway hoardings and dhabas would complement the messages, especially in North India.

“The challenge was to break through the clutter and innovatively communicate this unique proposition. That is when the whole idea of leveraging out-of-home media was conceptualised. ...I am confident that the consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting,” said Mr Venkatesh Kini, VP-Marketing, Coca-Cola India.

“It is good to see due importance and recognition being given to the truck art form. With changing times, I am glad that truck art has got its due with brands like Limca promoting its freshness message through this innovative and untapped medium,” added Mr Kultaran Singh Atwal, President, Truck Owners Welfare Society.

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