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Our Bureau

New Delhi, Oct. 6

Riding on a refreshing wave of emotions this festive season, Limca has launched its latest communication initiative – ‘Freshness of Emotions’.

The initiative features model-actor Sushma Reddy. The programme underlines the ‘water like freshness’ of Lime n’ Lemony Limca complimented with a new dimension of freshness in human emotions.

The initiative moves on to an emotional platform, touching on the psyche of young adults, who are passionate about success and accolade. At the same time, they also look out for ways to infuse freshness, fun and romance into their lives.

According to Mr Srinivas Murthy, General Manager-Marketing (Flavours), Coca-Cola India, “The latest Limca communication initiative takes the earlier idea of “water-like freshness” to an emotional platform relevant for young adults. ”

The integrated communication plan also focuses on Out-of-Home media complemented by a range of on-ground initiatives - road shows and contests across key markets.

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