ADiction

From Thirst to Freshness.. Lime n Lemony Limca Ads

Limca Ads

Limca never could compete with its ever popular parent product Coca Cola or the brand’s arch enemy, Pepsi which was endorsed by superstars like Shahrukh and Sachin in the 90s. Primarily an Indian recipe, Limca has a sharp fizz and rather pungent taste with the hint of a lemoni after effect. Let’s just say, am not a fan.

Most evenings, my uncle would have Limca with his vodka, alone in his room, with his new Jeffery Archer novel. This taboo excitement of the grown up drink and a yearning for an era long gone.. childhood days that are never to return.. are the two reasons I sometimes take a sip of Limca.

Well, though I don’t order the drink, I love 2 old Limca ads. I couldn’t find much about them, except that probably they are shot by Tarun Khiwal.

For the first one, the actors are nothing exceptional, but the music is. A hot quiet afternoon in a neighbourhood.  Alone on the balcony of her house, a girl with her book. Maybe she knew there is a boy leaning against his bike, in the sultry heat. He looks cool though, sipping on his Limca. With each sip a burst of water drenches the girl. The guy is ecstatic, the girl is too. But, she has to act angry. He continues to tease. His drink is over and now she takes a sip from her full bottle of Limca. His bike shatters into a thousand water droplets. A fountain of freshness soaks him through.

The theme is modern, but there is something Indian in the situation. A hidden romance with a boy in your neighbourhood. The lyrics talk about the sparks of freshness of a new relationship… fun.. desire.. flirting.  And really, when was the last time you actually saw such a disarming display of playful wooing of someone?

This one’s clearly urbane in the audience it is targeting. The man is on his phone, clad in his immaculate suit. The woman is in a convertible. Her hair pinned high. High heels, pencil skirt. She is bored. He is busy. They are both tired. He hands her a bottle of Limca. She takes a sip and steps out. The first splash. She has his undivided attention now. More sips, bigger splashes. His white shirt sleeves are rolled up now. Her hair is in disarray.

She ditches her heels. They sprint through the streets. Drenched and wet. Something sensual and alive in their looks. Through a park, on a bridge. A fountain of showers. The lyrics talk about stealing some moments from a dull life. Stealing some movement from a life that has come to a halt.

How busy our life is. There is an unquenchable thirst for human touch. No time for play. These are the ads that force me to drink deep. To flirt. To sing. To get wet in the rain. To catch a moment of respite from the heat.

I didn’t remember this old Limca advertisement. From what I can tell, its from 1986. Salman Khan was not a superstar, nor was he muscular and shirtless. The Lime n Lemony jingle does remain the same. Had to post it here.

 

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5 Comments

  • popliarchana@hotmail.com'
    Reply
    Archana popli
    July 2, 2016 at 1:36 am

    I have stopped watching regular TV as it all reality TV and crap according to me I watch PBS .as they have programs I link in to ndtv sometimes to watch what’s happening in India .but ads have changed over time .I like the ads that come out during Superbowl and Miller beer ads

    • Reply
      rhea sinha
      July 9, 2016 at 1:11 pm

      Thanks for reading Archana. Ads have changed. I have seen so much excitement over the Superbowl ads Archana, but I mostly think old Indian ads are generally better than the regular ones on American and Indian television now. I also love PBS shows. Specially all the old detective series.

  • Reply
    indrani robbins
    July 5, 2016 at 5:47 am

    rhea,

    your uncle with his vodka and jeffrey archer… lovely. so reminded me of my mamas. i never loved limca but didn’t mind it, then way back in the late eighties, i tried feni for the first time in goa, with a bit of limca and lime juice… delightful. saw the new ads for the first time, nice, but somehow the new owners of the brand took away the unique lime and lemoni positioning of the drink. parle/ramesh chauhan built this brand from scratch… there was the limca book of records if you recall. my friend’s mother has been its editor from inception. the old ad… limca limca… that’s the one i remember, jacob heard the tune and without even glancing at the screen, said that was a classic. it was in a way. we had so few ads and jingles compared to now. when something felt nice, it really stayed in the mind. limca had a freshness and if i am not mistaken it was the first drink to be positioned as taste plus with its isotonic appeal. that word, i learnt from this drink. enjoyed reading your thoughts and seeing the ads with your take.

    • Reply
      rhea sinha
      July 9, 2016 at 1:27 pm

      Hello traveller limca limca was a classic. And you know the other one that stayed with me? The 7up guy.. there was lanky boy with curly spiky hair. Wasn’t he the 7up mascot? I used to like him a lot. wonder why they don’t use him anymore. or do they? Thank you for enjoying the post. Hope you are back soon. People are waiittingg with tilted heads and drowsy eyes..

      • Reply
        indrani robbins
        July 10, 2016 at 6:50 am

        yes, the normal is boring chap… fido dido. he was fun. waiittingg, are they? heheh, so dying to write.

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