As summer soars, Bisleri launches Bisleri Fonzo to quench thirst

Bisleri International has launched a unique drink with real mango juice and refreshing fizz ‘Bisleri Fonzo’ to allure the youth who are looking for healthier options like fruit-based drinks.

The launch is supported by an integrated marketing campaign, #MMMbhiAAHbhi, which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment of the fizz.

The premise of the campaign, conceptualised by FCB India, is set in a unique world where the traditional mango lovers and the contemporary lovers of fizzy drinks come together and form a nutty world of Bisleri Fonzo. The advertisement is a complete Bollywood style foot-tapping number helmed by Mika Singh. The ad also features an act by Bollywood artist Akhilendra Mishra.

#MMMbhiAAHbhi will be a 360 degree media campaign to break the clutter in a season that will be flooded with brands vying to grab the share of throat. The campaign will have heavyweights on TV and digital, which will not only give it a mass reach but will also engage with the younger consumer on the digital platform. To add a layer of impact, the advertisement will feature in IPL on TV and digital. Innovative outdoor and radio will aid recall in the minds of the consumer in specific markets.

Fonzo, priced at Rs18 for a 250 ml pack, will be retailed across general trade, modern trade and ecommerce across the country.

Anjana Ghosh, Director, Marketing and Business Development, Bisleri International Pvt. Ltd., said, “Bisleri Fonzo is a novel offering that aims at appealing the younger audience who are looking at a healthier alternative. Mango being the favourite fruit and flavour of most Indians, we see a growing market for the fizzy version of mango drink in India and we are confident that the launch campaign of Bisleri Fonzo, the #MMMbhiAAHbhi sensation will grab consumer interest and will entice them to try our new offering.”

Speaking on the campaign, a spokesperson from FCB India, said, “We were excited at the prospect of working with such a unique taste and category. Here at FCB India, the entire team was living in the Fonzo world and the signature tune was buzzing in the agency. Our approach was to focus on the taste of Fonzo and make it the next big drink breaking all the typical norms of soft drink advertising.”

Speaking about his experience, Mika Singh said, “I have been drinking Bisleri for more than 20 years and Bisleri was the first mineral water I started drinking so it is a proud moment for me to be associated with the brand. Shooting for Bisleri Fonzo was a very unique experience.”

Speaking of his association, Akhilendra Mishra said, “The very first narration of the script excited me to take up this project. To complement it was the equally unique taste of the drink I loved a lot.”

The TVC:

Credits:

FCB India: Mainline Creative & Digital duties

Wavemaker: 360 Media Planning and Buying         

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