Guwahati News Desk: Commemorating its 50th year in India, Limca – the Coca-Cola Company’s home-grown brand launched a special edition of Limca Book of Records (LBR) on Friday that marks the completion of 30 years in India.
This year’s edition honours and celebrates the undefeated spirit of COVID-19 frontline warriors who have courageously led the battle against the pandemic, with a spotlight on their selfless acts of kindness along with showcasing the extraordinary talent and achievers across the country as always.
This year’s Limca Book of Records is a combined edition of two challenging years and celebrates stellar victories and accomplishments in human endeavour, structures, education, defence, government, science and technology, adventure, business, cinema, the natural world, literature, and the arts.
Featuring over 4,000 records, the latest edition has masterfully leveraged distinct display pages, reader-friendly infographics, and charts to make it more visually appealing. Along with fascinating new records, the 2020–22 editions also includes Record Rewind capsules of earlier records and Super 30 features highlighting milestones and achievements over the past three decades.
Marking of 30 inspiring years, coincides with brand Limca commemorating 50 years since its inception in 1971. Limca has a deep-rooted connection with India and is widely acclaimed for its unparalleled ability to quench thirst and instill a feeling of freshness.
Limca’s brand evolution and new positioning acknowledges and applauds the ‘doers’ in life and their relentless spirit of moving ahead and looking forward no matter how difficult the circumstances. This aligns well with the book’s special COVID-19 feature, which captures milestones, compassionate actions, and innovative ideas that echo the very spirit of the Limca Book of Records – persistence, resilience and triumph in the face of all odds.
Adding to this Editor Emeritus, LBR Vijaya Ghose said, “This year’s edition of LBR marks a great milestone of 50 years of Limca and the 30 years of the book! Right from its inception, LBR received instant recognition across multiple fields and instilled a ray of hope among people. The first edition of LBR was released in Mumbai in 1990 and was a complete sell-out with the who’s who attending the launch. It’s a tribute to our prestigious records and record holders.”
Speaking about the launch Managing Director, Hachette India (and former project editor LBR 1988–94) , Thomas Abraham said, “Despite the interruptions and disruptions of the past two years, the Limca Book of Records is back and is celebrating a landmark. I am particularly delighted that I was part of this journey from inception of the book and am now once again a part of its journey as it leaves 30 editions behind. India at its best marches on.”
Vice President and Head-Marketing, Coca-Cola India and South West Asia Arnab Roy said, “Over the last one and a half years we witnessed some of the most awe-inspiring stories, which restored our faith in humanity despite it being one of the most challenging times in human history. Limca Book of Records is seen as a comprehensive chronicle of India’s remarkable facets and successes. Featuring the extraordinary record holders has been a privilege for us. Limca pays ode to the doers and signifies its role as an enhanced hydration offering to provide full body rejuvenation and energy for every situation. The brand will continue to evolve and explore new avenues and meaningful associations.”