Digital media will play a large part in promoting Bisleri’s new campaign #CarryYourGame with hydration and fitness as the main idea behind it and not just quenching thirst, said Tushar Malhotra, Head of Marketing, Bisleri International Pvt Ltd.
Speaking to exchange4media, Malhotra said, noting the media consumption habits of youngsters, that these days they are constantly on mobile phones. With this insight, Bisleri is creating a lot of digital content to promote the campaign.
“The canvas is huge. It is not just digital media content. The youth today is on mobile and using connected TV. But most of the content is being created is on your mobile phone and consumed on the mobile phone as well. So digital will play a big part in the dissemination of this campaign, especially when it's targeted to the youth because we know their media habits,” he said.
Malhotra also said that Bisleri’s association with the ongoing TATA IPL is extremely important as it is a top global sporting spectacle.
“IPL association is very important for us. When you look at IPL, it is one of the top global sporting spectacles and this is something which brings the entire country together irrespective of gender and age. Everybody's glued to either the TV sets or going to the match and therefore for these two months of April and May, which are peak summer seasons, are important also since a lot of water is also consumed,” Malhotra said.
As a part of its campaign, Bisleri has associated with four IPL teams as hydration partners- Mumbai Indians, Gujarat Titans, Rajasthan Royals and Delhi Capitals.
“We have taken out limited edition bottles featuring the top cricketers in each team. We've got the IPL excitement to their homes with our brand and we've carried the #CarryYourGame campaign over there. We have activated over 60,000 outlets and we have 400 Bisleri trucks co-branded with the campaigns with each of these four teams in the regions that they are present. And they are going across the country also spreading the message,” Malhotra said.
The campaign also features India’s athletes like Lovlina Borgohain, Manpreet Singh, Ashwini Ponappa and Nishad Kumar.
“So we launched this campaign where the game is on and off the field and we have these sports people and athletes who are literally unsung heroes as far as the country is concerned. There is Manpreet, Lovleena, Nishad, Ashwini and we've taken their reel and real life together and made a montage. When they are carrying their game on and off the field, their perfect companion is a Bisleri 500ML bottle. That is the genesis behind the campaign,” Malhotra said.
He emphasized that Bisleri has been synonymous with quenching thirst but this time it is focusing more on hydration and fitness.
“Bisleri as a brand for over 50 years has been synonymous with water. Our campaign was born out of research we did with the youth where hydration came as a major point among them. When we discussed what to do to keep yourself healthy, the top two things were to go to the gym and have water.
“Today, water is much more than quenching your thirst. Water is much more than just quenching your thirst. It is about hydration and having a healthy and fit lifestyle. In the post-COVID world, fitness is an extremely important thing which everyone has imbibed. Water plays a huge part in that,” he said.
