Mineral water brand Bisleri has launched a new 360-degree integrated campaign, ‘Samajhdaar Bisleri Peete Hai’, to reinforce consumers’ trust and raise awareness on the difference between the original Bisleri and counterfeit alternatives in the market.
“Today’s consumer is aware, educated and is diligent while selecting products, however the same discipline is ignored when it comes to water as they are alright to compromise and settle for unknown, unprocessed variants of mineral water,” Bisleri said in a statement.
The campaign is an effort to initiate and provoke the consumer to be vigilant and choose a trusted mineral water brand like Bisleri, and not just settle for any other variant who may not follow the same quality of stringent hygiene protocols, the company said.
The TVC features Bisleri’s Baadal and his thirsty rider. At a shop, the shopkeeper hands him a local brand of bottled water despite him asking for Bisleri. As the rider is about to drink the water, Baadal quickly intervenes and points out that what he is consuming may not be safe and directs him to a shop which sells the original Bisleri. The camel then declares, ‘Samajhdaar Bisleri Peete Hai’, embarrassing his rider.
In another TVC which will go live next week, a classroom full of camels are shown mocking the teacher as he punishes a camel for misbehaving. As he leans forward to drink a glass of water from a pot, the class breaks into peals of laughter as they observe their teacher opting for an unhygienic way of drinking water. The camel, who was earlier reprimanded, then teases the professor for being unaware about Bisleri’s contactless mineral water, which is bottled in hygienic conditions.
“In the mineral water segment, all bottles seem equivalent but there is a stark difference in the production process and this is what we need to educate and trigger consumers to make the right choice,” said Anjana Ghosh, Director-Marketing at Bisleri International Ltd.
The campaign is conceptualised by 82.5 Communications.
The company highlighted that each drop of Bisleri mineral water goes through a scientifically advanced, rigorous 10-step quality process at a production facility that is highly state-of-the-art.
Moreover, the water goes through 114 quality tests at various stages of its production and at this stage mineral that have health benefits are been added.
Bisleri mineral water goes through a thorough process of mineralisation where essential minerals like potassium and magnesium are added in the water which helps to gain health benefits, the company said.
Also, it ensures that the production and packaging is completely contactless which meets the highest standard of safety and purity, it added.