Steve’s breakdown: Bollywood is alive-and-well in the advertising business but it seems Coca-Cola wants something more fresh.

GURGAON, India: Limca, the ‘Lime’ n ‘Lemoni’ flavoured drink from Coca-Cola, is on the lookout for a creative partner. The pitch is currently underway in Delhi. The incumbent on the account is Ogilvy & Mather.

Though no official confirmations could be obtained at the time of filing this report, sources close to the development have confirmed the news to exchange4media. Sources informed that the brand was now looking at some unique and fresh thoughts on the brand to make it stand out in the cluttered lime drinks space.

It may be recalled that the brand had launched a campaign in April last year, changing its tagline from ‘Doobo taazgi mein’ to ‘Do pal taazgi’. The campaign was created by Ogilvy & Mather. The agency also handles Sprite and Fanta brands from the Coca-Cola stable.

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