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ADVERTISING CAMPAIGN OF BISLERI: Every brand needs a good ad campaign to establish itself in the market. So it becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself as a brand. Bisleri started its game plan with the punch line of ‘Pure and Safe’ and used the same catch-line for advertising. But with the advent of many new players, all claiming the purity, it became very imperative for Bisleri to differentiate its product so as to stand out in the market. Bisleri found the answer in ‘sealed cap bottles’. It claimed 100% purity. While the bottles of the other brands, it claimed, could be refilled with ordinary, or even germinated water, Bisleri’s seal capped bottles ensured the consumer of purity of water and single-used ness of the bottles. The ad showed a milk-man and a child showering their buffaloes and filling the ‘so-called’ mineral water bottles with the same water and packing them with the simple polythene seal and the consumer not knowing about the ‘purity’ of the water he is drinking. Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the purity of water. The ad did work for Bisleri and it got its much needed product differentiation.

In 2000, some giant brands like Pepsi and coca-cola entered the mineral water industry with a big bang. Bisleri now had a big threat of maintaining its market cap. While Coca-cola introducing its brand ‘Kinley’ as a health care product, Pepsi projected ‘Aquafina’ as something as pure as ‘Your own body’. Pepsi targeted the young generation and introduced Aquafina as a fancy product to carry.

The ad campaign of Aquafina emphasized as ‘70% of your body is water’ and thus give your body the purest water. The ad showed young vibrant models and created the atmosphere of youthfulness. Water, Pepsi claimed, was no longer a simple beverage, but was something highly fashionable. They complimented it by giving their bottles an attractive look. This soon caught the...