Coca-Cola India launches Limca Sportz and unveils campaign with Neeraj Chopra


Coca-Cola India has launched Limca Sportz, a glucose and electrolyte drink in the n-fizz category. The company also launched its “Rukk Matt” advertising campaign featuring javelin thrower and Olympic gold medalist Neeraj Chopra.

According to the company, Limca Sportz, which is water-based, helps with faster rehydration in people involved in physical activity such as sports, exercise, and strenuous tasks.

The campaign will be built around a motivational theme, to encourage the public to push their limits and adopt a “never say die” attitude. The brand took a holistic marketing approach to energize the new campaign, consisting of digital as well as mass media outreach to maximize media reach across all channels.

“Building on Limca’s ability to provide full body rejuvenation so consumers can be their most energized and best in any situation, we are thrilled to announce our entry into the sports hydration category with the launch of this product. The drink was formulated through in-house innovation and extensive market testing. We unanimously agreed that there could be no better champion than Olympic Gold Medalist Neeraj Chopra , which is the pinnacle of sporting excellence and embodies the true spirit of our never-stopping campaign message,” said Karthik Subramanian, Director, Marketing, Coffee & Tea Category Hydration for India and Southwest Asia.

The commercial shows Chopra throwing several javelins and the chant in the background says “One More” until the athlete achieves his goals. The innovation is part of the company’s parent company, The Coca-Cola Company, to provide consumers with beverage choices with functional benefits.

Chopra said, “As an athlete, I understand the vital importance of optimal glucose and electrolyte intake. I’m thrilled to be the face of the new campaign. The film perfectly represents my ideals of never giving up and continually pushing the boundaries to get closer to my goals. “The campaign film was conceptualized by Ogilvy. Ritu Sharda, Creative Director of Ogilvy (North) said, ‘The philosophy of ‘Rukk Matt’ that encourages you to keep going. And who better to launch that than Neeraj Chopra, who we’ve all seen sweating with the toughest diet possible, but never stopping at an impressive throw, a medal or a record.”

Ad spending in India is expected to grow by 15.2% in 2023 and 15.7% in 2024, the highest rate of any market in the world. In 2022, Indian advertising will increase by 16%, according to a Dentsu report titled “Global Ad Spend Forecasts”.

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