MUMBAI: Bisleri, a brand that pioneered the concept of mineral water, bottled with its distinct green label, today, announced the launch of a new marketing campaign ?Kiss to Drink?. The idea behind launching this campaign is to focus on the 500ml bottle size which serves as a personal pack making it more convenient and hygienic for the consumer.

Mr. Ramesh J. Chauhan, Chairman and Managing Director, Bisleri said, ?Bisleri commits itself to suit everyone?s needs and ensure consumer satisfaction. The 500ml pack size offers convenience and economy to the users?.

Meridian Communication has developed the new outdoor campaign for Bisleri 500 ml bottle. Speaking on the campaign, Mohit Ahuja, Vice President, Account Management, Meridian Communication says, "The new ?Kiss to drink? outdoor campaign not only aims to position the Bisleri 500ml SKU in the ?personal? space of the consumer, but also add some youthful energy to the brand. This campaign is based on the insight that most of us do not prefer to drink water with our lips to a bottle, because it is often shared. The new campaign challenges this behavior and exhorts the user to get his or her own bottle, as 500 ml is enough for a single user.

The outdoor campaign will be launched across tier 1 & 2 cities in a span of one month starting mid-December.