MUMBAI: Wild Vitamin Water, a product of Beltek Canadian Beverages has rolled out its latest advertising campaign titled 'High on Life. High on Wild.'

Conceptualised by AndAnd Brand Partners, the campaign is a celebration of interesting and inspiring people from various walks of life. Through their stories, the campaign celebrates creativity, passion, positivity for life as well as the importance of feeling good and being healthy. The campaign will run across all mediums digital, outdoor, print, TV and cinema.

On the campaign rollout, Beltek Canadian Beverages director Steve Verma says, “We had been planning a relevant, insightful and impactful campaign for a while. When this idea came along, we were as excited as the people who are profiled in it. We have just rolled out the campaign. The initial response has been wild. There’s a lot more to come.”

Beltek Canadian Beverages Ltd. had introduced health and wellness drink, Wild Vitamin water, in the Indian market in the year 2013 and since then the product has seen huge success. Health and wellness products have seen an uptake in India owing to increased occurrence of lifestyle diseases such as type 2 diabetes, hypertension , etc.

AndAnd Brand Partners Co-Founder Anand Suspi adds, “An experimental and exciting campaign, it has been great fun to bring together so many talented and diverse people. The idea of using real people and not a celebrity added freshness even to the process of shooting the campaign. Being slightly tongue-in-cheek, we called them Vitamini Celebs, though a lot of them are celebs in their fields with a massive following.”

AndAnd Brand Partners is a full service advertising agency Co-founded by industry veterans, Anand Suspi (ex-creative head, Lowe, Delhi), Rohan Tandon (ex Lowe, Indian Express) and Harpal Singh (ex Lowe, TBWA). The company has been handling the advertising mandate for Wild Vitamin Water since its introduction in India.