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Jeetu Bhaiya stars in Limca’s new ‘Sab Nichord Le’ campaign

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Limca, one of the leading beverage brands in India, has recently launched its latest campaign, ‘Sab Nichord le,’ featuring the beloved character Jeetender Kumar, also known as Jeetu Bhaiya. This campaign is all about the brand’s core philosophy of encouraging people to live life to the fullest and making the most out of every opportunity, just like squeezing the last drop out of a lemon.

The new TVC showcases Jeetu Bhaiya’s charm and wit, appealing to the youth to embrace the Limca spirit and enjoy every moment of their lives. The campaign is all about inspiring people to ‘sab nichord le,’ which means to squeeze the maximum out of life. The ad is filled with energy and positivity, highlighting the brand’s refreshing and light tone, and it encourages people to keep going without getting tired.

The Limca brand is all about freshness, replenishment, and hydration, and the new campaign captures the essence of these values. Jeetu Bhaiya’s grassroots appeal and unique personality make him an ideal choice to embody the Limca spirit and inspire the youth to make the most out of their lives.

In addition to the new campaign, Limca has also launched its 31st annual edition of the Limca Book of Records. The book features over 3,000 records of Indians who have excelled in various fields, including education, sports, science, agriculture, defence, politics, media, culture, and the arts. The book’s theme this year is ’75 Glorious Years of #RukkMatt Spirit,‘ paying tribute to the Indian people’s resilience and courage in the face of the COVID-19 pandemic.

The Limca Book of Records 2023 is filled with photo-enriched display pages, reader-friendly infographics, and at-a-glance charts that make for an engaging read. The book highlights some of the most remarkable feats and masterstrokes achieved by Indians, such as Neeraj Chopra, the first Indian Olympic gold medallist in athletics, and Captain Mayuri V. Deshmukh, the first woman offshore pilot-in-command in the country.

Karthik Subramanian, Director of Marketing for Hydration, Coffee, and Tea Category at Coca-Cola India and Southwest Asia, expressed his excitement for the new campaign and the latest edition of the Limca Book of Records. He said, “We are very excited to launch ‘Sab Nichord le’ campaign with Jeetender Kumar, our favorite Jeetu Bhaiya. We are also ecstatic to launch an incredible edition of the Limca Book of Records celebrating the ‘unstoppable’ Indian spirit and 75 glorious years of India’s Independence, to pay an ode to the unstoppable.”

Ritu Sharda, Chief Creative Officer, Ogilvy India (North) shares, “Limca is our very own home-grown brand that has refreshed all of India for years now. For this new campaign we picked up a very Indian insight of squeezing the maximum out of every situation. And keeping with Limca’s lemony refreshing vibe, we’re calling it ‘nichord le’.  The brand is rooted in the philosophy of mat thak and this campaign takes it forward by telling everyone to squeeze out the maximum, without getting tired.  Watch the very lovable Jeetu bhaiya as he nichordooes two very relatable-to-every-Indian situations in the most fun way, thanks to lime and lemony Limcaaaaaa.” 

The latest campaign has been brought to life through a cohesive and comprehensive approach that includes television, social media, digital platforms, and OOH. The ad is a refreshing and fun take on the Limca brand’s philosophy, and Jeetu Bhaiya’s endearing personality makes it all the more engaging. And, the Limca Book of Records 2023 is a celebration of the indomitable spirit of the Indian people and their ability to overcome challenges with courage and determination.

So, Limca’s new ‘Sab Nichord le’ campaign featuring Jeetu Bhaiya is a delightful tribute to the brand’s refreshing and light-hearted spirit. The new edition of the Limca Book of Records is a testament to the Indian people’s resilience and courage, showcasing some of the most remarkable achievements by Indians in various fields. Together, these two initiatives represent Limca’s commitment to inspiring and uplifting the Indian people, encouraging them to make the most out of every opportunity and live life to the fullest.

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