Bisleri is bringing in a disruptive marketing strategy by turning a basic insight (jootha) on its head with its ‘Kiss to Drink’ campaign. The campaign marks the first time Bisleri uses digital innovations and a staggered media rollout plan. Targeting the youth, the campaign is youthful, humorous and has an instant connect with the target audience.
Conceptualised by Soho Square, the three ads use humour as a pivotal theme while driving the idea that one should buy one’s own bottle to drink water and not share.
Ramesh Chauhan, Chairman & Managing Director, Bisleri International, said, “We have taken a cue from a basic consumer behaviour that we do not like to share water with someone who has touched the bottle to his/her mouth (jootha). The campaign takes into consideration this behaviour and asks the consumer to buy their own bottle and drink straight from the bottle (kiss).”
Jayanti Chauhan, Director, Bisleri, added, “The key message boils down to getting the consumer to get his/her own bottle, as 500 ml is enough for one person. India has become a 1-litre market whereas 500 ml bottle is more convenient without being expensive. We aim to aggressively push the 500 ml to the on-the move consumers.”
ECDs and Creative Heads Anuraag Khandelwal and Satish deSa of Soho Square said, “How many times have you returned to your desk, to find somebody has taken a swig from your water bottle? We took the annoyance one feels when confronted with a water hijacker, and amped it up in the three films. Setting out to change a social behaviour, we added the motley crowd in the end. They urge the offending person to get his own bottle if he intends to ‘kiss and drink’. We hope serial offenders will think twice before stealing the next swig.”
The campaign released the three TVCs digitally across platforms followed by on-air, radio and on-ground events. The digital campaign has been conceptualised and executed by Flying Cursor. Using Facebook, YouTtube, Twitter and more, the ads will be released across all platforms and several contests are also being launched simultaneously. The hash tags #Shabhash and #Dontshare which capture the essence of the campaign will be integrated within the entire plan. An extensive outdoor and radio plan is also in the offing.
Elaborating on the marketing mix, Shraddha Waikar Nathani, Marketing Head, said, “Bisleri has ear marked 30 per cent of its annual marketing spend towards the campaign and would be spreading it over three months starting April 2013. We have planned an integrated marketing approach for popularising this campaign and hope to connect with the target audience effectively.”
The ad releases first on the digital platforms and explaining the rationale and concept, Parag Gandhi, Director, Flying Cursor, said, “Looking at the new brand communication we saw an opportunity for fantastic integration with digital playing an important role in increasing reach and also creating engagement and a sense of delight among fans. It’s a bold step for a brand like Bisleri to understand their TG and allocate the right spends and think beyond viewership and conventional mediums.”
The media planning has been done by Beehive Communications. Himanshu Thakkar of Beehive said, “With growing affluence the Indian consumer has begun to favour convenience over economy and the new ‘Kiss to Drink’ campaign attempts to cash-in on this aspect. Given a smaller SKU and a younger TG, we have expanded the media mix to be a lot more inclusive and are applying a staggered creative release so that each rendition gets exclusive exposure”.
The campaign spreads across metros, mini-metros and would be visible across GECs and youth centric channels. The integrated marketing plan also features on-ground events which are being managed by Nash Events. A series of flash mobs/fun contests are being planned which shall be executed in key metro cities.
By the end of the year Bisleri is looking at 40 per cent increase in the 500 ml SKU.
Source: bestmediainfo.com