As Limca celebrates its 50th year, here’s a look at how its brand positioning has evolved

• This year marks the 50th year of brand Limca and the 30th year of its popular Limca Book of Records.
• We speak to Arnab Roy, Vice President, Marketing, Coca-Cola India and SouthWest Asia who tells us how the brand has managed to stay relevant over all these years.

India’s homegrown ‘lime and lemony' Limca has been an important part of most of our childhoods and it has come a long way. The brand still induces immense nostalgic pangs in many of us who are taken back to summer afternoons or train rides that would be incomplete without the brand.

Much before it was bought over by Coca-Cola in 1993, Ramesh Chauhan of Parle Bisleri had launched Limca, after the massively popular Gold-Spot. The aim back then was to create something close to the much-loved nimbu paani.

From there to now, a lot has changed. Over the years, it has kept innovating, to stay relevant in the segment. While the beverage has continued being a part of many Indians’ lives, its Limca Book of Records has also become an aspirational property people want to be a part of. In fact, this year marks the 30th year of its popular Limca Book of Records. This year’s edition has been dedicated to the frontline warriors who have courageously led the battle against the pandemic.

The brand’s marketing strategies have evolved too. Today, it is slowly moving away from its traditional ‘lime and lemony’ image to its new positioning as an ‘enhanced hydration offering’ that swiftly hydrates and revives everyday consumers, as they push their boundaries to get closer to their goals.

We recently got talking with Arnab Roy, Vice President, Marketing, Coca-Cola India and SouthWest Asia to understand not just the relevance of the Limca Book of Records but also to chart brand Limca’s marketing journey and how it has managed to stay relevant in today’s highly dynamic market.

Excerpts:

Q) This year marks the 30th year of the Limca Book of Records. Walk us through the property's journey so far. Why did a product like Limca think of coming up with a book of records 30 years ago?
Limca Book of Records (LBR) is an extension of brand Limca. Launched in India in 1990, it is the second book of records in the world after the Guinness Book of World Records. From then on, there has been no looking back. Since the inception of LBR 30 years ago, the book has stood as a testimony to the stellar achievements by people in various fields such as science and technology, adventure, human endeavor, structures, education, defense, government, business, cinema, the natural world, literature, and the arts.

The book has successfully identified people who have the spirit to excel and follow their goal with single-minded passion. It lays emphasis on the unique achievements of our citizens and is a salute to all those people who want to do something different and be remembered for their distinctive deeds. Being the first of its kind in the country, this book has been an instant hit with people across generations.

The book has been well-received over the years and the proof can be seen in the ever-increasing number of record-holders and record-breakers that approach the book each day.

With the special edition we are launching this year, it has yet again charted another era of human innovativeness and excellence within its covers. Once again, in this iconic book of Indian milestones, we are thrilled to witness the achievements of Indians from all walks of life, with a spotlight on the selfless acts of COVID-19 warriors that have emerged in the country.

Q) How is this year's edition different? How has the property managed to stay relevant?
This is the 30th edition of LBR and for us, it is all the more special as it coincides with the brand commemorating 50 years since its inception in 1971.

This year’s LBR is a joint edition of the years 2020-2022 which celebrates stellar victories and accomplishments in human endeavor, structures, education, defense, government, science and technology, adventure, business, cinema, the natural world, literature, and the arts. This year’s edition also honors and celebrates the undefeated spirit of COVID-19 frontline warriors who have courageously led the battle against Covid 19, with a spotlight on their selfless acts of kindness along with showcasing the extraordinary talent and achievers across the country.

Featuring over 4,000 records, this edition has managed to masterfully leverage distinct display pages, reader-friendly infographics, and charts to make it more visually appealing. Along with fascinating new records, this edition also includes Record Rewind and Super 30 capsules of previous records.

Q) This year also marks 50 years of Limca. Walk me through the evolution of Brand Limca. India is one of the biggest markets for carbonated drinks. What kind of popularity does it enjoy here now, with so many other glitzier options in the market that also spend a lot on marketing?
Limca - Coca-Cola India’s homegrown beverage brand has for long stood as the ultimate thirst-quencher and is widely acclaimed for its unparalleled ability to instill a feeling of freshness in the minds and bodies of its consumers. This year, as we celebrate 50 years of the brand, Limca has moved away from its traditional ‘lime and lemony’ image to its new positioning as an ‘enhanced hydration offering’ that swiftly hydrates and revives everyday consumers, as they push their boundaries to get closer to their goals.

Limca’s brand evolution and new positioning draws attention to Limca’s ability to provide full-body rejuvenation so that consumers can be their best selves in every situation.

Limca, as a brand, resonates the spirit and imagery of ordinary, everyday people of India (earthy, self-made) and has a long, deep rooted Indian connection, catering to regional markets including Delhi, Punjab, Haryana and parts of Andhra Pradesh and Telangana. This year, the brand is seen to become more intrinsic and functional in nature with the overarching aim of reaching a wider set of consumers.

This year, Limca has evolved from being a traditional ‘sparkling’ drink to ‘the ultimate rejuvenator and refresher’. Lime-Lemon based replenishment is the core benefit of Master Brand Limca - designed specially to provide rejuvenation to consumers sweating it out in real life.

Q) How has Limca's communication in India evolved over the past few decades? We haven't seen a lot of high decibel campaigns from the brand. How are you continuing to build a connect with consumers? Is a lot of Limca's popularity still because of a nostalgia factor or is the younger population opting for the brand too?
Historically, Limca’s communication has strongly been rooted in bringing alive freshness and refreshment codes. With Limca’s credentials being very strong there, we decided to reposition the brand in 2021 to make it more functional as its serves a bodily need and is not just a thirst quencher. The 2021 ‘Mat Thak Campaign’ pays an ode to the ‘doers’ in life.

The new positioning draws attention to Limca’s ability to provide full-body rejuvenation. We are committed to investing on the brand in the coming years as we believe it can play a bigger role going ahead.

Nostalgia and heritage are an integral part of Limca’s loyalty and brand love, but we believe that it caters to a need-state, very relevant across young adults, and the brand is engaging with them through multiple platforms.

Q) Is Limca more popular in urban markets or do the rural markets equally enjoy the drink?
More than urbanity, geographical relevance is more appropriate in the case of Limca. The brand has a strong consumer base in North Indian markets like Delhi, Punjab and Haryana. It also has loyal consumers in the coastal areas of Andhra Pradesh-Telangana. This is pervasive across urban and rural areas.

Q) Where will the next phase of growth for Limca come from?
Over the last one and a half years, we witnessed some of the most awe-inspiring stories which restored our faith in humanity despite being one of the most challenging times in human history.

Limca Book of Records is seen as a comprehensive chronicle of India’s remarkable facets and successes. Featuring the extraordinary record holders has been a privilege for us. Limca pays an ode to the doers and signifies its role as an enhanced hydration offering to provide full body rejuvenation. The brand will continue to evolve and explore new avenues and meaningful associations going forward.