Limca launches new campaign; partners truckers

New Delhi, May 15 (UNI) To give a new lease of life to its lemony drink Limca, Coca Cola today launched a new campaign initiative to advertise using the traditional medium of trucks.

''The new integrated program will include travel channels like highways, dhabas and truck backs with location specific messages,'' Coca Cola India Vice President (Marketing) Venkatesh Kini told reporters here.

The company has also tied up with the Truck Owners Welfare Association to launch a trial run on 1,000 trucks.

''There are monetary deals but that is given to the Association and is used by them for the benefit of the members with facilities like education and health programmes,'' Mr Kini said.

He, however, did not divulge the financial details.

The company plans to use the traditional art of communication through messages printed on the back of trucks. It will use captions like 'Taaza OK Please', 'Taazgi Disha is Taraf' and '13 Mera 7 Taazgi Ki Baat' etc.

Industry analysts say Limca contributes 15 per cent to the overall business of the US-based cola giant.

Asked if Coca Cola was targeting separate segments for its products, Mr Kini said it was not intentional. ''Sprite is quite popular with youth, but so are the others,'' he added.

The company has brands like Thumps Up, Fanta, Sprite, Maaza, Georgia, Kinley and Minute Maid apart from Coca Cola and Limca under its umbrella.

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