Marketing Mix of Bisleri analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Bisleri marketing strategy. The article. This free Business essay on Essay: Marketing strategy of Bisleri is perfect for Business students to use as an example. Retailers those are selling Bisleri brand of bottle water is 50%.4 POP The charge of Bisleri water, MARKETINGSTRATEGY MARKETING.

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Get instant notifications from Economic Times Allow Not now. Amit Bapna, ET Bureau Taking the diktat, “it’s water at the end of the day, you don’t take it seriously” Bisleri has made humour the lifeline of the new marketing campaign that has many firsts to its credit. In the deserts of Rajasthan, water is so scarce that the villagers hire private guards to secure their wells from water thieves.

maeketing In the new Bisleri ad though, we get a bite-sized view of this impending apocalypse. Interestingly, this is the first time ever that Bisleri is doing SKU led advertising.

Youtube grab of the Official Bisleri ad. The campaign takes us through three situations of water rage: In each of these, the point is that one should buy their own bottle of water and not share or “kiss” somebody else’s drink.

The brand is betting big on this SKU as a key growth driver taking a leaf from global trends across the world.

Elaborates Ramesh Chauhan chairman and managing director; Bisleri International, “Most marketing guys get carried away by what the retailer bislrri and the retailer often is not fully aware of what the consumer wants.


The idea is to push a bottle that’s economical, handy and great for people on the go. Chauhan is confident that the market will open up once habits start changing.

The Bisleri ads – Why the new Bisleri ad campaign is kissing success | The Economic Times

Elaborating on the creative treatment, Anuraag Khandelwal, ECD and creative head, Soho Square says, “It’s the two-faced contradiction that on one hand we shun “jhootha” and reprimand it and at the same time if unnoticed, most of us would put our lips to the bottle. There is a conscious effort to have a humorous and over the top feel to the communication. Brands in this space have been on the airwaves following the safety, purity, and hygiene stories, so much so that even water purifiers have hammered that message home.

Shares Satish deSa, ECD and creative head, Soho Square, “When we had a relatively fresher message to give out, we wanted to make the most of it in terms of engagement, likeability and repeatability of viewing and decided to use effective and relevant humour. Along with the first ever SKU-led communication this campaign also marks the maiden foray of the brand in the digital space.

Shares Shraddha Waikar Nathani, marketing head, Bisleri International, “We started on digital with a teaser campaign followed by a pre-launch of the films on YouTube and Facebook. Taking the message of ‘don’t share’ and acknowledging people who get their own bottle, twitter handles Shabaash and dontshare were planted. A single day, 18th Marketinywas celebrated as WorldShabaashDay on twitter, encouraging tweeples to acknowledge anybody and anything. The digital campaign has been conceptualised and executed by Flying Cursor.

The campaign along with TV and digital is also finding a leg on radio and Out-of-Home media.

The packaging of marketingg bottles has been slapped with the message boldly in yellow. The campaign idea is edgy, and so is the articulation of the idea feels Emmanuel Upputuru, founder and chief innovation officer, ITSA, and it has direct links to sales since the campaign is asking everyone to have their own straregy. In his view there are leaders who play safe and lose the ground eventually to new comers — like Sony and Nokia lost the plot to Apple and Samsung.


Marketing Strategies of Bisleri

And there are leaders who continue to mzrketing their lead and he puts Bisleri in the marketong category. After all the competition for Bisleri in the bottled water category valued at 25, crore could very well be from not just other water brands, it could even be from water-purifier brands like Eureka Forbes and Kent in their quest to make mineral water a household item. Choose your reason below and click on the Report button. This will alert our moderators to take action.

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Bisleri Marketing Strategies

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