IMC - Bisleri

BISLERI
ADVERTISING AGENCIES
VINEETA SINGH | MBA MKT 3
INTEGRATED MARKETING
COMMUNICATION [IMC]
Submitted to: Prof. Sonal Parmar
Introduction:
Bisleri was launched in Mumbai, in the year 1965. Bisleri originated in Italy from a
spring called Angelica in a town called Nocera Umbra. Parle bought Bisleri Ltd. from
an Italian entrepreneur, Signor Felice Bisleri in 1969 and today it is a well know
brand all over India that pioneered the concept of Bottled Mineral Water.
Currently, Bisleri International Pvt Limited is the market leader in this segment with
36% of the market share, followed by Coca cola Kinley as Market Challenger with
35%, Aquafina 15% in mineral water market. The other popular mineral water brands
are Kingfisher, Parle Bailley, Pepsico Aquafina
In 2006, when multiple competitors were selling entered the market, in order to
distinguish itself apart from competition, Bisleri changed its design and packaging
from blue to green and also launched Natural Moutain water from the Himalayas.
In 2017, Bisleri came up with yet another X factor, and launched labels in regional
languages across India, being the first in this category to do so. India being a
multilingual country, people prefer communication in their local language too.
Hence, the move aimed to connect with the local people in different markets and
help them to identify and relate to the brand in languages they understand.
It would help consumers to recognize the genuine Bisleri bottle and avoid buying
counterfeit products or products which spell differently but look the same. The
labels were released in several local languages- Hindi, Marathi, Gujarati, Punjabi,
Tamil, Telugu, Assamese, Malayalam, Kannada, Bengali, and Oriya across different
SKUs.
PAGE 1
A BISLERI FOR EVERYONE AND EVERY OCCASION
In the face of competition from the new entrants in year 2000, Bisleri decided to penetrate
every possible segment of the market by introducing more pack sizes and to establish the
brand strongly with trendy packaging.
SKU- 20 L SKU- 5 L SKU- 3 L

Price- Rs 80 Price- Rs 65 Price- Rs 30
Ideal for Home & Office use Convenient for showrooms, Ideal for groups
hospitals, Hotels
SKU- 1 L SKU- 500 ML SKU- 300 ML SKU- 250 ML

Price- Rs 20 Price- Rs 10 Price- Rs 10 Price- Rs 6
Ideal for group or Ideal for conference, Ideal for groups, Easy fit and suffice for
Individual banquet halls, events Birthday Parties, small thirst, ideal for
at home, etc. Small functions high profile events
PAGE 2
Product Life Cycle [PLC]:
Bisleri has been a symbol of purity for the past 50 years where it moved from
introduction to Growth to Maturity stage, by winning the trust of millions of
consumers to such an extent that it has become synonymous with the category.
While that has been a mark for success for Bisleri, increasingly, it has also posed a
challenge as often consumers ask for Bisleri but settle for any bottle of water handed
to them by the retailer. Through its new campaigns, Bisleri wants to reinstate the
trust of consumers and seal the preference of the brand.
Bisleri In Packed Water Segment did not use any celebrity brand ambassador, and
always focused on safety and purity aspects of the product. Being a pioneer in this
segment also helped to gain a distinct image in the market making it the leader
market leader.
However, despite being a leader in one segment, it could not successfully leverage
the brand for other products namely-
 Bisleri Club Soda introduced in 2011

 Bisleri Vedica introduced in 2012
 Bisleri Fizzy Softdrink introduced in soft drinks in 2016
 Bisleri Fonzo introduced in 2018
PAGE 3
Advertisements Campaigns
1. [2004] Bisleri Breakaway Seal – Ambiance D’arcy
Advertising Pvt Ltd, Mumbai
The entire campaign was built around tampered proof seals. The campaign focused
on the safety provided by the "breakaway" seal, by illustrating the ease with which
conventionally sealed bottles could be refilled and recycled.
2. [2011] Bisleri Bissi “Stay Protected” – Red Lion Design

Agency
The Bisleri Mountain Water commercial showcases a metaphorical perspective on

Bisleri's new tagline of "Stay Protected". This concept is built on Bisleri's values of
safety, wholesome goodness and purity.
PAGE 4
3. [2012] “Kiss to Drink” – Soho Square (formerly Meridian
Communication)
First time ever Bisleri launched a SKU led advertising. The campaign took us
through three situations of water rage to highlight the point that one should buy
their own bottle of water and not share or "kiss" somebody else's drink. The idea
was to push a personal pack of bottle that's economical, handy and great for people
on the go.
4. [2018] “Har Paani Ki Bottle Bisleri Nahin” - Soho Square

Advertising
Bisleri is India’s most trusted and No.1 bottled water in brand. It came with a new
campaign in 2018, in order to drive home the message of “Insist on Bisleri”. The
creative agency, Soho Square, Mumbai, put a unique spin on it when they choose
Brand Ambassador as “Camel” who only chose Bisleri depite the scarcity of water in
their habitat
PAGE 5
5. [2018] “One Nation, One Bottle”
This campaign celebrates the spirit of India’s unity in diversity in its new campaign
titled “One Nation One Water”. The campaign video reverberates the unique sense
of oneness that every Indian finds in India’s diversity and connecting with people in
their mother tongue by introducing labels in local languages across the country and
across our different SKUs.
BCG Martrix
PAGE 6
References:
1. https://bestmediainfo.com/2018/01/bisleri-s-launches-one-nation-one-water-
campaign-to-bind-india-s-diverse-cultures/
2. economictimes.indiatimes.com/articleshow/19937763.cms?from=mdr&utm_source=contentofintere
st&utm_medium=text&utm_campaign=cppst
3. http://www.icmrindia.org/free%20resources/casestudies/Reinventing%20Bisleri-
marketing.htm
4. https://economictimes.indiatimes.com/advertising-marketing/why-the-new-
bisleri-500-ad-campaign-is-kissing-success/bisleris-new-kiss-to-drink-
campaign/slideshow/19948398.cms
PAGE 7

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BISLERI

VINEETA SINGH | MBA MKT 3

SKU- 20 L SKU- 5 L SKU- 3 L

SKU- 1 L SKU- 500 ML SKU- 300 ML SKU- 250 ML

 Bisleri Club Soda introduced in 2011

2. [2011] Bisleri Bissi “Stay Protected” – Red Lion Design

The Bisleri Mountain Water commercial showcases a metaphorical perspective on

4. [2018] “Har Paani Ki Bottle Bisleri Nahin” - Soho Square

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