Bisleri braces for New Year

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | January 04, 2010
Bottled water brand Bisleri will now be available in a new trendy packaging more suited for parties, events and celebrations

India's top bottled water brand, Bisleri, is all set to embrace a new look by introducing a celebration pack this New Year. The new look will encompass changes in packaging that are more suited for parties, events and celebrations.

Revolving around the central idea to position it as a brand for all occasions that will connect with consumers at all points in time, Bisleri aims to create a brand identity amongst consumers within the bottled water segment. Created by Elsie Nanji of Red Lion, part of the Publicis network, the new design keeps in mind the brand's association with being safe and pure, while being more appealing with the new look.

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"We felt the need to customise packaging design to meet consumer expectations. The new design represents the company's vision of leading the industry in delivering the best product, while showcasing innovation and safety to our consumers," says Anjana Ghosh, director, Bisleri International.

Without doing away with the current packaging, water bottles will be available with the new packaging design of Bisleri in 250 ml and 500 ml pack sizes.

A dominant player in the bulk segment, which follows the direct to home and direct to institution delivery model, Bisleri has also introduced an outdoor advertising campaign to create awareness about the new packaging.

Designed by Alakh Advertising, the campaign will kick off next week with 30 odd hoardings at several locations in Mumbai, including Marine Drive, Churchgate, Worli, Haji Ali, Bandra, Malad and Chembur.

Bisleri will also use the new design on 120 trucks used for daily distribution. The company also plans to extend the outdoor campaign to other cities.

Mineral water under the name Bisleri was first introduced in Mumbai in glass bottles in 1965 by Bisleri Ltd, a company of Italian origin. Ramesh Chauhan acquired Bisleri India from its Italian founder in 1969, when he was chairperson of Parle Exports.