Bislery caselet

8/10/2019 Bislery caselet

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BOTTLED WATER INDUSTRY


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BISLERY500


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Taking the diktat, "it's water at the end of the day, you don't take it seriously"Bisleri has made humour the lifeline of the new marketing campaign thathas many firsts to its credit.

In the deserts of Rajasthan, water is so scarce that the villagers hire privateguards to secure their wells from water thieves. Scientists fret that World

War III will be fought over water.

In the new Bisleri ad though, we get a bite-sized view of this impendingapocalypse.

The films created by WPP's agency Soho Square (formerly Meridian) are a part

of a larger marketing campaign that aggressively pushes the 500 ml bottle.

Interestingly, this is the first time ever that Bisleri is doing SKU led advertising.The campaign accounts for 30% of its annual marketing spends.


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The campaign takes us through threesituations of water rage: a newly marriedbride slapping her groom, a young college

girl whacking a boy and an old auntbeating up a Supermanesque character.

In each of these, the point is that one shouldbuy their own bottle of water and not shareor 'kiss' somebody else's drink.


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The brand is betting big on this SKU as a key growth driver taking aleaf from global trends across the world.

Elaborates Ramesh Chauhan chairman and managing director; BisleriInternational, 'Most marketing guys get carried away by what the

retailer wants and the retailer often is not fully aware of what theconsumer wants.

The idea is to push a bottle that's economical, handy and great forpeople on the go. Chauhan is confident that the market will open uponce habits start changing. Currently the 500 ml range contributes10% towards the Bisleri portfolio and plans are to move the share to20% or as the company is calling it internally, 'double the half', byend of the year with sustained marketing efforts.


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Elaborating on the creative treatment, AnuraagKhandelwal, ECD and creative head, Soho Square says,'It's the two-faced contradiction that on one hand weshun 'jhootha' and reprimand it and at the same time if

unnoticed, most of us would put our lips to the bottle.'

This is the core insight of the positioning platform, albeitarticulated via a more youthful terminology'Kiss todrink', he adds.

There is a conscious effort to have a humorous and overthe top feel to the communication.


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Brands in this space have been on the airwavesfollowing the safety, purity, and hygiene stories,so much so that even water purifiers havehammered that message home.

Shares Satish deSa, ECD and creative head,Soho Square, 'When we had a relatively fresher

message to give out, we wanted to make themost of it in terms of engagement, likeability andrepeatability of viewing and decided to useeffective and relevant humour.'


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Along with the first ever SKU-led communicationthis campaign also marks the maiden foray ofthe brand in the digital space.

Shares Shraddha Waikar Nathani, marketinghead, Bisleri International, 'We started on digitalwith a teaser campaign followed by a pre-launch

of the films on YouTube and Facebook.' Thiswas done to give the younger audience achance to preview the ads.


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Taking the message of 'don't share' and acknowledging people who gettheir own bottle, twitter handles #Shabaash and #dontshare wereplanted.

A single day, 18th April 2013, was celebrated as #WorldShabaashDay

on twitter, encouraging tweeples to acknowledge anybody andanything.

The digital campaign has been conceptualised and executed by FlyingCursor.

The campaign along with TV and digital is also finding a leg on radioand Out-of-Home media. The packaging of the bottles has beenslapped with the 500 message boldly in yellow.


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The campaign idea is edgy, and so is the articulation of theidea feels Emmanuel Upputuru, founder and chiefinnovation officer, ITSA, and it has direct links to salessince the campaign is asking everyone to have their own

bottle.

In his view there are leaders who play safe and lose theground eventually to new comers like Sony and Nokialost the plot to Apple and Samsung.

And there are leaders who continue to extend their leadand he puts Bisleri in the latter category.


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After all the competition for Bisleri in the bottledwater category valued at 25,000 crore couldvery well be from not just other water brands, itcould even be from water-purifier brands likeEureka Forbes and Kent in their quest to makemineral water a household item.

The other big players in the market include Coca-Cola's Kinley and PepsiCo's Aquafina along withParle Agro's Bailley and Kingfisher.

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