Bisleri, the bottled mineral water brand, has launched the second phase of its campaign ‘Har Paani Ki Bottle Bisleri Nahin’, following the successful first phase last year.
The endearing Bisleri camels were first introduced last year, when we saw them turn the tables on a wily shopkeeper who tries to pass off some other brand of bottled water as Bisleri.
The camels are seen again in a new avatar with their message of safe, packaged drinking water. Once again, the campaign reminds people to choose the safest packaged drinking water, Bisleri, and not just any bottled water.
This year’s first TVC features a mother and a baby camel, where the mother insists her baby drinks only Bisleri and does not settle for any other source of water. A mother always wants the best for her child and will go to any extent to ensure the child’s safety.
This year’s second TVC, titled Heist, has a caravan of camel-dacoits who hold up and loot a Bisleri truck as they get ready to throw a party.
Through the second phase of the campaign, Bisleri aims at reinforcing its consumers’ trust in brand Bisleri. It solidifies the message conveyed by the camels in a humorous and heart-warming manner.
Conceptualised by 82.5 Communications (Mumbai), formerly known as Soho Square, an Ogilvy Group company, the launch campaign garnered a lot of attention because of the adorable brand ambassadors – camels.
Slated to be a 360-degree integrated campaign through the summer, the campaign will rely heavily on television and digital platforms with a presence on impact properties such as IPL. The brand aims to reach a wider audience, which also includes the youth through the campaigns.
Anjana Ghosh, Director, Marketing and Business Development, Bisleri International Pvt. Ltd, said, “After influencing the retailer and the on-the-go consumer, we are now targeting the in-home consumption market through our mother-baby film. The quality of drinking water is a huge concern for many homes and Bisleri with its range of pack sizes has been the solution. When we think of homes, we think of mothers – the protectors/gatekeepers of the family’s health. When it comes to the health of the family, a mother always chooses the best and never compromises as it is her priority. We want to be the preferred choice of mothers and hence become the preferred choice of the Indian home. Our third film in the series is about a bunch of camels that have their priorities right even when they are stealing.”
Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, said, “We're really proud to have worked on India's most trusted brand. The Bisleri camels are a true representation of the ingenious Indian ideas that 82.5 Communications wants to stand for.”
Shopkeeper: (Last year’s campaign)
Client: Bisleri India
Communications Agency: 82.5 Communications
Chairman and Chief Creative Officer: Sumanto Chattopadhyay
Creative Head (Mumbai) and Executive Creative Director: Anuraag Khandelwal
Chief Executive Officer: VS Srikanth
President (West): Samrat Bedi
Creative Team: Anuraag Khandelwal, Ankur Jain, Sanjay Ujawane, Vikrant Markal, Tiyasha Ray, Prashant Kandalkar, Pawan Pandey, Sneha Dhakan
Account Management: Sachin Ramchandani, Selvam Somasundaram, Dipanwita Mundul
Planning: Neeraj Sharma, Shaista Madhani
Production House: Nirvana Films Director: Rajiv Rao