Much action in the lemon drink category in India. Nimbooz made a splash on TV and OOH. Parle Agro’s LMN (considerably better brand name and packaging compared to Nimbooz) has launched a funny new commercial.
The idea, according to the agency (CreativeLand Asia) is the ‘thought that when one is dehydrated, their body mass shrinks’. Not too sure if that’s the most common perception or that’s how consumer’s see it. This is a different take – relevant or not, is another issue. That may not really matter since the ad is intriguing and keeps you involved. The penny drops about it being a thirst quencher. While Nimbooz compares itself to the real taste of lemon with a squeezer and all that, this one claims to be a emergency refresher. Works for you?