The two-ad print campaign to be released soon by Lerros, the international men's casual wear brand, announces the launch of its 1999 spring/summer collection. Created by FCB-Ulka, the campaign attempts to link the product attributes -- for instance cool cottons and wrinkle free trousers -- with humourous and tongue-in-cheek copy. Consider: ``Of course, all good summer clothes need to have airs,'' says one ad; while another states: ``Wrinkles give a man lot of character-but not when they are on.'' A new tagline has been created: Serious casuals. Serious about being cool.

The campaign is being flagged off with an outdoor campaign introducing the collection as `Cool Summer Wear'. The kiosks simply compare the weather with the Lerros collection -- Stuffy:Breezy; Hot:Cool.

Limca goes for gold

Limca's gold rush promotion, on from March 20 to April 20, promises consumers a chance to win gold - 10 kg in all. The inside liners of the lucky 300 ml bottles of Limcaare specially marked with the amount of gold lucky consumers will get: 5, 10 and 50 gm gold coins or a gold plated chain worth Rs 500.

The objective of the promotion is to give consumers something that is universally popular and yet keep the mechanics as simple as possible. This is an extension of the Limca brand attitude `Take it Easy,'says the Coca Cola India spokesperson. The promotion is being aggressively supported by TV and radio advertising, besides localised press and outdoor support like signages, hoardings, pole kiosks, bus shelters etc.

New-look campaign for India Kings

ITC has unveiled a new campaign for its flagship brand India Kings, using a king chess piece for the first time in the brand's advertising. The baseline for the campaign will be `Rule Your World'. K Dasaratharaman, ITC's general manager, brands, said,``The new campaign uses the king chess piece to express the supremacy of the India Kings brand.''

An ITC release says,``The treatment of the campaign -- the use ofblack and white -- lends it an understated elegance of the type that has been associated with other international status symbols. And the fact that the king chess piece and the India Kings pack are the only two things that are in gold add character to the visual.'' The pack of India Kings has seen subtle changes like bar coding and a colour change to burnished goldwith vignettes.