Bisleri Fonzo, the bubbly mango drink from the house of Bisleri International, has chosen FCB India as its creative agency and Wavemaker as media agency after following a highly competitive pitch in Mumbai. Anjana Ghosh, Director, Marketing and Business Development, Bisleri International, confirmed the development exclusively to BestMediaInfo.com.
Along with the creative mandate, FCB will also take care of the digital duties of the brand.
Wavemaker will handle the offline media communications buying and planning.
Speaking on this win, Kartik Sharma, Managing Director, Wavemaker - South Asia, said, “We are extremely excited to start our partnership with Bisleri, one of the most trusted brands in India. Through our new operating system ‘Rapid Growth Planning’, we could demonstrate to Bisleri how we can help grow their business further. I am confident about our in-depth understanding of the dynamic consumer journey clubbed with innovative media solutions which will help the brand connect to its consumers in many meaningful ways.”
The brand has officially forayed in the southern parts of India and has been receiving good consumer insight. The brand has planned to launch a 360-degree marketing campaign for the mango drink after strengthening its distribution network across India by the end of April. The campaign will run across TV, print, digital and on-ground retail touch points across the country.
Fonzo will be a composition of mango juice with refreshing fizz. By the end of this year, Bisleri also intends to launch a couple of flavours more with the unique fizz quotient added to the drink.
The aerated beverages category in India is around Rs 14,000 crore and is dominated by colas, followed by clear, orange and lemon flavours. Research estimates suggest that there are close to 155 million consumers who prefer carbonated drinks, juices and fizzy fruity drinks. In the last few years, there has been a perceivable growth in the popularity of fruity fizzy beverages. There has been a change in consumption patterns and consumers are now looking for a healthier option. So Bisleri Fonzo is entering the right segment at the right time.
As per Adex, the fruity fizzy category spends have doubled in the last year, indicating a clear shift in consumer sentiment towards this category. Hence with an ascending demand for fruit-based juices, the brand has innovated Bisleri Fonzo to give consumers a bubbly mango experience like never before.