Coca-Cola India has announced a new initiative with the Olympic gold medalist Neeraj Chopra for the extension of its sub-brand, Limca into the hydrating sports drinks category with ‘Limca Sportz’.
The brand’s latest offering, Limca Sportz, is a Glucose + Electrolyte-based drink comprising important nutrients for quick fluid intake.
Limca has brought the #RukMat initiative to life with its entry into hydration-based sports beverages through this advertisement starring the Tokyo Olympics gold medalist.
The commercial has an inspirational theme to motivate the viewers to challenge their limits and have a “never say die” mindset. To enhance the new campaign, the brand has taken a marketing communication approach that includes both digital and mass-media broadcasting to maximise media reach all over networks.
Karthik Subramanian, Director, Marketing, Hydration, Coffee and Tea Category, Coca-Cola India and Southwest Asia, said, “Building on Limca’s ability to provide full-body rejuvenation so that consumers can be their most energetic, best selves in every situation, we are thrilled to announce our entrance into the sports hydration category with the launch of Limca Sportz. The beverage has been formulated through in-house innovation and extensive market testing.
“At Limca, we unanimously agreed that there could be no better champion of Limca Sportz than Olympic gold medalist Neeraj Chopra, who is the pinnacle of athletic excellence and embodies the true spirit of our campaign messaging #RukMat (never stop).”
On the partnership, Neeraj Chopra, said, “As an athlete, I understand the vital significance of optimum intake of carbohydrates and electrolytes. Limca Sportz enables faster rehydration to the drinker and helps balance higher endurance during exercise performance – making it the go-to beverage for people who believe in putting in the hard work to achieve their goals.
“It is the perfect drink for when the body gives up, but the mind says ‘go on..’. I am exhilarated to be the face of the new Limca Sportz campaign. The film perfectly represents my ideals of never giving up and continuously pushing boundaries to get closer to my goals.”
Ritu Sharda, Chief Creative Officer, Ogilvy (North) said, “The most important thing for a sportsperson’s regimen or anyone who is exercising, is to be able to do more and more and more, without stopping. A few steps more, one more kilometer, one more throw, one more jump, that’s the relentlessness that helps you achieve your goals.
“Limca Sportz is all about this, the right replenishment and hydration, and the philosophy of #RukMatt that cheers you to go on. And who better to launch this than Neeraj Chopra, who we’ve all seen sweating it out with the toughest regimen possible but never stopping at one awesome throw, one medal or one record. For all those of you who never stop and for Neeraj, we say ‘Tu #RukMatt’!”