MUMBAI: Bisleri is back with the second phase of the campaign ‘Har Paani Ki Bottle Bisleri Nahin’ (every bottle of water is not a Bisleri). This follows the successful launch of the campaign last year. The campaign has been conceptualised by 82.5 Communications (Mumbai), formerly known as Soho Square, an Ogilvy Group company.
The Bisleri camels will be seen in a new avatar with their message of safe, packaged drinking water. The campaign will remind you to choose the safest packaged drinking water, by choosing Bisleri and not just any bottled water.
Speaking about the campaign ECD and creative head Anuraag Khandelwal said, "We are extremely humbled by the success of the Shopkeeper TVC. It feels like a validation of our continued efforts which culminated in Bisleri being voted, for the 1st time, as the most trusted brand in India across all categories. And, now, we hope our Mother-baby and Heist films get the same love from our audience."
Bisleri International Pvt Ltd director - marketing and business development Anjana Ghosh said, “After influencing the retailer and the on-the-go consumer, we are now targeting the in-home consumption market through our Mother-baby Film. The quality of drinking water is a huge concern for many homes and Bisleri with its range of pack sizes has been the solution. When we think of homes, we think of mothers – the protectors/gatekeepers of the family’s health. When it comes to the health of the family a mother always chooses the best and never compromises as it is her priority. We want to be the preferred choice of mothers and hence become the preferred choice of the Indian home. Our third film in the series is about a bunch of camels that have their priorities right even when they are stealing.”
82.5 Communications chairman and chief creative officer Sumanto Chattopadhyay said, “We're really proud to have worked on India's most trusted brand. The Bisleri camels are a true representation of the ingenious Indian ideas that 82.5 Communications wants to stand for.”
Slated to be a 360-degree integrated campaign through the summer, the second burst of ‘Har Paani Ki Bottle Bisleri Nahin’ will rely heavily on television and digital platforms with a presence on impact properties like IPL. Through this campaign, Bisleri aims to reach a wider audience, which also includes the youth.
The camels were first introduced last year where we saw them turn the tables on a canny shopkeeper who tries to pass off some other brand of bottled water as Bisleri. The second phase conveys the story of a mother and her baby camel where the mother insists her baby drinks only Bisleri and does not settle for any other source of water. In the third film titled Heist, we see a caravan of camel-dacoits who hold up and loot a Bisleri truck as they get ready to throw a party.
