Bisleri launches 'One Nation One Water' campaign to bind India's diverse cultures

Bisleri International Pvt. Ltd., the mineral water brand, celebrates the spirit of India’s unity in diversity in its new campaign titled “One Nation One Water”. The video shows a Republic Day parade highlighting different Indian states and how Bisleri as a brand binds people from diverse culture together.

A while ago, Bisleri had launched its labels in different languages to connect with people through their mother tongue. This initiative led to the birth of the campaign, 'One Nation. One Water.'

The 360 degree campaign has been launched across print, digital and on-ground retail touch points across the country from January 26. With an endeavour to create an aura of patriotism and celebrate the historic day with pride, Bisleri’s One Nation One Water resonates with the message, ‘Bisleri is now available in your language’. The campaign video reverberates the unique sense of oneness that every Indian finds in India’s diversity. Since creating a real tableau at the parade was not logistically possible, the creative agency, Soho Square, designed an installation to replicate the look of a parade.

Anjana Ghosh, Director, Marketing and Business Development, Bisleri, said, “India being a multilingual country and people prefer communication in their local language. Through this campaign, ‘One Nation. One Water’, we intend to connect with people in their mother tongue by introducing labels in local languages across the country and across our different SKUs. Labels in local languages are emotionally appealing to consumers as it helps them read and understand the language they are most comfortable with. The creative video will reflect the sentiments of the campaign.”

Anuraag Khandelwal

Speaking of the campaign, Anuraag Khandelwal, ECD and Creative Head, Soho Square, Mumbai, said, “A Republic Day parade displays the best of every state. And Bisleri, the country's water, runs across the fabric of each culture and region. The idea was to create a piece of work where the brand gets a space of pride and mention among the diverse portrayal of traditions in a Republic Day parade. By creating a tableau, something that has never been done before in Indian advertising, dedicated to Bisleri, we wanted to highlight the place the brand has in the collective minds of the people, besides announcing the launch of regional labels.”

To involve the online audience in the Republic Day fervour, Bisleri has layered this campaign with an online activation #OneNationOneWater selfie contest starting January 26. It will last for 10 days. The users are requested to take a selfie with their Bisleri bottle along with the Indian tri-color. The most innovative selfies would win hampers from Bisleri!

The TVC:

Credits:

Client: Bisleri

Agency: Soho Square Advertising & Marketing Communications Private Limited, Mumbai.

ECD and Mumbai Creative Head: Anuraag Khandelwal

Creative Team: Anuraag Khandelwal, Sanjay Ujawane

Head of Office: Samrat Bedi

Account Management Team: Samrat Bedi, Neville Suraliwala, Dipanwita Mundul

Production House: Asylum Films

Director: Aiman Ali

Producer: Vidya Muraleedharan

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