Splashing across the joy and freshness of the ongoing monsoon season, Coca-Cola India today announced the launch of its innovative ‘Limca Do Pal Tazagi – Har Ghante Touch Pad’ consumer initiative across the country. The national initiative aims to offer consumers a chance to refresh themselves via the latest in technology, i.e., touchpad phones – which bring together mobile and internet platforms. As part of this unique initiative a computer generated lucky draw would provide consumers with an opportunity to win up to 10 Samsung Galaxy Tabs every day from 17th August - 30th September, 2011. The initiative is applicable to 200ml, 300ml and 330 ml returnable glass bottles (RGB) and also on 500 ml, 600 ml 1.25, 1.5, 2 & 2.25 liters PET bottles of Limca. To participate in the initiative, consumers just need to SMS ‘LIMCA’ followed by a nine digit unique code to 07738383838 from their GSM / CDMA mobile phones. Additionally consumers also have the option to Call 0-77 38 38 38 38 and register their code through an Interactive Voice Response System (IVRS).
The national initiative conceptualized by Ogilvy & Mather, is being launched across 16 states across the country to leverage the popularity of digital media such as Tablets, mobile phones (Both GSM & CDMA & IVRS), internet amongst today's consumers across the country.
Speaking about the initiative, Srinivas Murthy, Director, Marketing (Flavours), Coca-Cola India said, “Limca as a brand has always been associated with refreshment and rejuvenation both on a physical and emotional level. Building on its philosophy to break away from the dullness of life and enjoying the little moments of freshness, Limca decided to offer to the consumers a chance to experience the best in mobile and internet technology – touchpad phones. The first of its kind ‘‘Limca Do Pal Tazagi – Har Ghante Touch Pad’ initiative will give the gizmo lovers an opportunity to not just satiate their constant need to stay connected 24X7 but also allow them to establish those little moments of freshness, known as – ‘Do Pal Taazgi’, which are both transformational and uplifting. We are confident that this unique initiative will strike the right chord with the young consumers of today".
To create awareness about the ‘Limca Do Pal Tazagi – Har Ghante Touch Pad’ initiative, the company is also launching a fresh and playful television commercial. The refreshing communication further builds upon Limca’s core idea of freshness, complimenting human emotions – ‘Do Pal Tazagi’. The unique communication is conceptualized by Creative Directors, Vikash Chemjong and Basabjit Majumdar from Ogilvy & Mather and directed by Sudip Bandopadhyay from Thumbnail Pictures.