Bisleri has announced Deepika Padukone as its first global brand ambassador. The announcement was made with a campaign – #DrinkItUp, where Padukone can be seen grooving to the 80s hit – Jhoom Jhoom Jhoom Baba. The campaign focuses on the message of making hydration mainstream.
e4m spoke to Tushar Malhotra, Marketing Head, Bisleri, to know more about the campaign and association.
Why Deepika Padukone?
Why we’re doing this campaign has three objectives, the first objective is to lead the narrative on hydration, that hydration is fun. The second objective is to look at the evolution of our communication journey, we are looking to contemporaryize the brand and create a more youthful connection with GenZ and Millennials. And thirdly, who can make hydration fun better than Deepika Padukone. She is a global icon, has a lot of young followers and her value system and the work she is doing is in line with the brand.
Talk to us about the campaign and its various intricacies.
We had multiple conversations with our consumers on the role of water and how they relate to it when it comes to Bisleri and ultimately we realized that everyone is concerned about health in the post-pandemic world. Everyone wants to stay fit and the most important thing they do is exercise and drink water, so hydration is an important part of everyday life and we have been doing hydration in India for the last 50 years. It was a simple consumer insight but now we’re building communications on it at scale.
Talk to us about the creative process behind the campaign. It has become a trend to remix old songs and use them in advertising campaigns, how did you do this?
For us, it was about the feeling of being fresh, we wanted a happy song. It’s a song that exists but is still out there, not overdoing it, it was refreshing when we heard the remix.
How important is it to continue marketing for brands that have become synonymous with the products they offer? (Packaged Water Bottle – Bisleri)
You need to keep talking to consumers, every brand needs to keep talking to consumers every day, and that’s how you build brand love.
Are you looking to partner with sports properties like yours, specifically for this campaign?
As far as sports is concerned, #carryyourgame remains our sports marketing campaign, which is all about performance fitness and staying active. We’ve got four IPL teams, 6 ISL teams and national games. So that journey will continue with #CarryYourGame, #DrinkItUp is your home, take water, enjoy, it is all about celebrating drinking water in daily life.
What is the media strategy of the campaign?
It’s going to be everywhere, 60-65% on TV, digital is also a major part so another 30-35%, and then OOH is going to have about 10-15% of the budget. Padukone will also be a part of all Bisleri product packaging. We are going to reach out to an influencer for this campaign and we have included many influencers for this. Through these diverse touchpoints, we aim to provide consumers with an immersive and engaging experience.
Bisleri is forming many film associations, how is it working for you?
I think the journey of Brand Association started in the South when we were looking to create local connections and brand love. We know that films play a big role in South Indian culture, all film stars are icons. We started our journey with RRR and it reached at least 10 associations in the south. These are limited edition products that we launch around the time of the release of the films. We saw that consumers were loving it and retailers were welcoming it, so people started looking at what we were doing next. So we went national with Jawan and Tiger 3, that helped us build brand love.
How is your ecommerce business growing?
We are seeing 60-70% growth year-on-year, we have many consumers enrolled. Instant commerce is also performing exceptionally well. Digital purchasing of water is really taking off. They are still in the early stages, I would say 5% of our total business comes from these channels. Our digital spending has increased, we have created campaigns specifically for this, today if you look at the media consumption habits of the youth, they are mostly on their phones and mostly on connected TVs. So digital also plays a big role in the way we interact with our consumers.
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