MUMBAI: Soft drink brand Limca has launched its 2007 summer campaign with actor Riya Sen in the lead.

The integrated marketing communication campaign for Limca this summer focuses on the brand’s invigorating image, explained by its tagline – “Fresh Ho Jao.”

The new commercial has been shot in Cape Town, South Africa. In addition to leveraging mass media, the integrated communication plan for Limca is also complimented by a range of on ground initiatives like road shows and contests, says a release.

Coca-Cola India director marketing (Flavors and Media) Debabrata Mukherjee says, “The latest campaign breaks new ground by presenting the entire theme in a more call to action format. While doing so, care has been taken to retain the intrinsic “Lime n Lemoni” experience offered by brand Limca.”