It starts with the strumming guitar. The languid voice indicates the exhausted feel and then this goes up to a lilting voice full of verve. The emotional, affective component is well exhibited all throughout and in the lyrics - talks of dreams, memories, motives, happiness and laughter. Thakee see zindagi se kuch lamhe / raftaar churaa lo naa - what you want to be (personality - brand personality connect). The frolicking duo is very well portraying the playfulness and the splashing of the water - signifying freshness. The jingle has cognitive aspects too - surreptitiously telling you to get off the mundane, grab the happiness, smile a while, and then steal a Limca. Almost seamless connect to the product. The strategic positioning of the Limca brand at every stage and finally the empty bottle - as you reach that point you are fully energized - a volcano of the water erupts. The guitar-works add that much to the jingle - a very well sung one; quite evocative. The visuals are total conative - splashes of water (maybe even physiological - thirst, heat, boredom). All aspects are well covered. Beat the thirst with a Limca. The association of the bottle with freshness and splash of water - creates a clear associative mapping in the mind. Says steal the beautiful moments. Steal a Limca.
First short story in the 'CSlueth files' series. Note: This is purely a work of fiction! 1. The dead body Wednesday, Chalmers tekniska hogskola, 6:30 PM He had just walked out of the classroom in the V building. For the past forty five minutes he had been coding an exciting dynamic systems simulation after having completed a late and rather boring simulation exercises session class. He had to take the road in front of the Chalmers Bibliotek library as he wanted to meet a friend staying nearby. As he walked past the Information Sciences department building there was a gust of cold winter wind that struck his face and he raised the collars of this jacket, sinking in his chin into its warm, furry interiors. It was December and it would get dark really early. It was dark now and hardly anyone else around. He hummed a tune as he ran up the flight of stairs, the library was at an elevated level from the V building. He found himself humming some r...
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