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| Limca launches ‘Out-of-Home’ innovation | | | New Delhi | May 15
Limca, India’s largest sparkling beverage in the cloudy lemon segment today announced an innovation to leverage ‘Out-of-Home’ experience on a large scale. The initiative has been designed to connect with costumers around travel channels including highways, dhabas (fast-food joints) and truck backs, a release issued by the company said.
According to Ventaksh Kini, VP- marketing Coca-Cola India, “The Limca-fresh ho jao communication for the summer is all about the need to stay refreshed while traveling. 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 conceptualized. The plan includes using 1000 trucks traversing the nooks and corners of India the whole idea of levering Out-Of-Home media was conceptualized.”
The plan includes using 1000 trucks traversing the nooks and corners of India as a mobile messaging media. Additionally, specially adapted communication messaging has also been developed to be put along highways and road side entries. “I am confident that the consumers would find both the Limca messaging and the medium of communication extremely appealing and exciting.” |
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