Bisleri camels are back in a new avatar to reinforce consumer trust in the brand
Bottled water brand Bisleri is back with the second phase of the campaign – ‘Har Paani Ki Bottle Bisleri Nahin’ (every bottle of water is not a Bisleri). The campaign has been created by 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company). This follows the successful launch of the campaign last year.
The endearing Bisleri camels will be seen in a new avatar with their message of safe, packaged drinking water. Once again, the campaign reminds viewers to choose the safest packaged drinking water, by choosing Bisleri and not just any bottled water. The camels were first introduced last year, where we saw them turn the tables on a wily shopkeeper who tries to pass off some other brand of bottled water as Bisleri. The second phase conveys the story of a mother and her 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. In the third film titled Heist, we see 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.
Conceptualised by 82.5 Communications (Mumbai), the launch campaign garnered a lot of attention because of the unique and adorable brand ambassadors - camels, who despite the scarcity of water in their habitat, insist on drinking only Bisleri. The second phase solidifies the message conveyed by the camels in a humorous and heartwarming manner.
Speaking about the campaign, Anuraag Khandelwal, ECD and Creative Head (Mumbai), 82.5, said, “We are extremely humbled by the success of the Shopkeeper TVC. It feels like a validation of our continued efforts which culminated in Bisleri being voted, for the first time, as the most trusted brand in India across all categories. And, now, we hope our Mother-baby and Heist films get the same love from our audience.”
Anjana Ghosh, Director - Marketing and Business Development, Bisleri International, elaborated, “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 who have their priorities right even when they are stealing.”
Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, added here, “We are 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.”
Slated to be a 360-degree integrated campaign through the summer, the second burst of ‘Har Paani Ki Bottle Bisleri Nahin’ will rely heavily on television and digital platforms with a presence on impact properties like IPL. Through this campaign, Bisleri aims to reach a wider audience, which also includes the youth.
Communications Agency: 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company)
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