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Bisleri Vedica - Elevating a Premium Brand

Project Type

Integrated Marketing Communications

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Date

Dec'21-Feb'22

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Ask: 

Bisleri, India’s leading bottled water brand, was launching a campaign for its premium product, Bisleri Vedica. The campaign needed to promote both the celebrity brand ambassador and the product itself, positioning Bisleri Vedica as a luxury accessory and justifying its premium price point. The goal was to create a comprehensive IMC strategy that would enhance the brand’s visibility across multiple channels, including marketing, hospitality, consumer goods, fashion, and beauty media, with a budget of INR 4,000,000

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Action:

  • Proposed and developed the idea of positioning the Bisleri Vedica bottle as a fashion accessory, aiming to differentiate it from competitors and justify its premium pricing.

  • Crafted an integrated strategy that included special interviews and subtle brand placements with the celebrity ambassador, such as airport sightings, to create buzz and reinforce the brand’s premium image.

  • Orchestrated a broad media campaign covering articles in marketing, hospitality, and consumer goods publications, while securing placements in fashion and beauty magazines to position the bottle as a desirable accessory.

  • Initiated partnerships with hospitality associations to improve brand placement at premium points of purchase, such as hotels, fine dining restaurants, and in-flight ads, enhancing the product’s visibility among high-end consumers.

  • Focused extensively on promoting the campaign film, ensuring it was featured across all relevant media channels and resonated with the target audience.

  • Ensured a strategic approach was in place, selecting the right publications and channels, scheduling activities, aligning content with publication styles, boosting SEO, and managing negotiations to ensure timely and effective delivery.

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Achievement:

The campaign successfully elevated Bisleri Vedica’s status as a premium product, effectively positioning it in the market and driving consumer interest and sales through well-coordinated media efforts.

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