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Bisleri focuses on 500 ml pack in new ad campaign

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MUMBAI: Packaged mineral water provider Bisleri has announced the launch of a new marketing campaign ‘Kiss to Drink’ for its 500 ml pack to focus on the bottle size which serves as a personal pack making it more convenient and hygienic for the consumer.

The creative duties of the campaign have been handled by Soho Square while Meridian Communications looked after the outdoor promotions.

The brand has rolled out the first three television commercials on digital space today and they will be going on-air on 7 April.

Bisleri Marketing Head Shraddha Waikar Nathani told indianteleviison.com that the company is spending around 30 per cent of its total ad revenue for the year on this campaign which is targeted primarily at youth.

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 behaviour 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 I and II cities in a span of one month starting mid-December.

The brand will also be rolling out radio ads in around 10 to 15 cities including few tier II cities.

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