Kapiva Ayurveda ropes in Tiger Shroff – Exchange4media

Bisleri has announced Deepika Padukone as its first global brand ambassador. The announcement was made with a campaign – #DrinkItUp where Padukone will be seen in the 80s hit – Jhoom Jhoom Jhoom Baba. The campaign focuses on communicating hydration to the mainstream.

e4m spoke to Tushar Malhotra, Chief Marketing Officer, Bisler, to find out more about the campaign and associations.

Edited excerpts:

Why Deepika Padukone?

There are three goals why we are doing this campaign, the first goal is to lead the narrative about hydration, that hydration is fun. Another goal is to review the development of our communication journey. We are working to modernize the brand and build more youth connections with GenZ and Millenials. And the third is who can make moisturizing fun better than Deepika Padukone. He is a global icon, has a large youth following and his value system and the work he does resonates with the brand.

Talk to us about the campaign and its various nuances.

We had several conversations with our consumers about the role of water and how they relate to Bisler, and ultimately we realized that everyone is concerned about health in a post-pandemic world. Everyone wants to be fit and their most important thing is to exercise and drink water, so hydration is an important part of everyday life and we have been hydrating India for the past 50 years. It was a simple consumer view, but now we are building a broad communication for it.

Tell us about the creative process behind the campaign. Old songs being remixed and used in ad campaigns has become a trend, how did you get into that?

For us it was about the feeling of refreshment, we wanted a happy song. It’s a song that exists but not yet, no exaggeration, it was fresh when we heard the remix.

How important is it for brands that have become synonymous with the products they offer to continue marketing? (Packed water bottle – Bisleri)

You have to keep talking to consumers, every brand has to talk to consumers every day, and that’s how you build brand love.

Are you planning to partner with sports properties, specifically for this campaign?

When it comes to sports, #carryyourgame continues to be our sports marketing campaign that is all about performance and being active. We have four IPL teams, 6 ISL teams and national games. So the journey continues #carryyourgame, #DrinkItUp is your household, drink water, have fun, it’s about celebrating drinking water in everyday life.

What is the campaign’s media strategy?

This will be across the board, 60-65% on TV, digital is also a big part, so another 30-35%, and then OOH will have about 10-15% of the budget. The padukone will also be a part of all Bisleri product packaging. We are also going to collaborate with influencers for this campaign and we have got several influencers for it. Through these various touch points, we aim to provide consumers with an immersive and engaging experience.

Bisleri has done a lot of film associations, how does that work for you?

I think the brand association journey started in the south when we were looking for local connections and brand love. We know that movies play a big part in South Indian culture, all movie stars are icons. We started our journey with RRR and it progressed to at least 10 associations in the south. These are limited edition products that will be released around the time of the films release. We saw that consumers loved it and retailers embraced it, so people started to look forward to what we were going to do next. So we went national with Jawan and Tiger 3, it helped us build love for the brand.

How is your online business growing?

Our growth is 60–70% year-on-year, and we have a lot of consumers. Fast trade is also doing exceptionally well. The digital purchase of water is really on the rise. They are still nascent, I would say 5% of our business comes from these channels. Our digital consumption has increased, we have had campaigns made specifically for it, today if you look at the media consumption habits of young people, they are mostly on their phones and mostly connected to the TV. Digital therefore plays a big role in the conversations we also have with consumers.

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