Limca Book of Records Paid Tribute to India’s Covid-19 Warriors
News Desk, News Nation 360 : Commemorating its 50th year in India, Limca – The Coca-Cola Company’s home-grown brand today launched a special edition of Limca Book of Records (LBR) that marks 30 completed years of India’s favourite book of records. 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 edition of LBR, marking 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 instil a feeling of freshness. Limca’s brand evolution and new positioning acknowledge and applaud 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. Commenting on the launch, Arnab Roy, Vice President and Head-Marketing, Coca-Cola India and South-West Asia, said that over the last one and a half years they witnessed some of the most awe-inspiring stories, which restored their 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 them. Limca pays ode to the doers and signifies its role as 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. 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 edition also includes Record Rewind capsules of earlier records and Super 30 features highlighting milestones and achievements over the past three decades. A few highlights from this edition of the book are the Vande Bharat mission that became the world’s largest repatriation exercise, while Noccarc Robotics, a start-up by Nikhil Kurele and Harshit Rathore developed low-cost portable ventilators; Bharat Biotech in collaboration with the Indian Council for Medical Research developed Covaxin while the Serum Institute of India manufactured Covishield, both approved vaccines that join the gallery of accomplishments on display in the Limca Book of Records.
Pic : Courtesy
Report : Anustup Kundu