New Delhi: Beverage major Coca Cola India is understood to have chosen advertising agency Leo Burnett to handle creatives for its lemon flavoured fizzy drink Limca as it looks to take on competitors in the category.
    
According to advertising industry sources, Leo Burnett was chosen after a multi-agency pitch earlier this year that also included McCann Erickson, Ogilvy and Lowe Lintas & Partners.
Prior to this, Limca's account has been handled by Ogilvy for about a decade.
    
"The brand (Limca) has been losing market share against competition, which prompted Coca Cola to go for a fresh pitch," a source said.
    
Immediate comments from Coca Cola were not available and the tenure of the contract and its value could not be ascertained.
    
Limca competes with the likes of Mirinda and 7Up in the Indian soft drinks market.
    
Leo Burnett has handled the brand for a brief while in late nineties.
    
Limca's latest campaign -- doobo taazgi mein - fresh ho jao -- was created by Ogilvy.

(Agencies)