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Bisleri to strengthen digital presence

By Kapil Ohri , afaqs!, New Delhi | In Digital | May 25, 2010
Digital marketing, to which the brand has not paid much attention so far, will become an important ingredient in Bisleri's marketing mix

Packaged drinking water brand Bisleri has decided to strengthen its digital presence. The brand's digital existence has been restricted to a website called Bisleri.com so far.

It has not even experimented with basic formats of digital marketing such as banner advertising. "So far, we have mainly utilised TV and OOH (out of home) media for brand building or salience purposes. From now onwards, digital marketing will be an important part of our overall marketing mix," says Shraddha Waikar Nathani, senior brand manager, Bisleri, in a conversation with afaqs!.

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She adds, "The idea is to make use of digital marketing to engage consumers with the Bisleri brand; provide them a platform where they can discuss and interact with the brand; and to let them know what the brand stands for."

For the same, Bisleri has hired 22 Feet, the digital agency launched by Brijesh Jacob last year. The agency will handle the digital creative duties of the brand. To begin with, Bisleri will re-create its website (Bisleri.com) and later, it will employ various digital advertising formats.

"We will make the website an engagement driven platform. There are plans to launch interactive and entertainment related applications and games on the Bisleri site," reveals Vineet Gupta, managing partner, 22 Feet.

The revamped site will be made live in a month.

The brand will also go live across various social media platforms. Special applications for social media sites will be launched. Nathani says, "We will discuss, raise, interact and provide health related issues or tips through social media platforms."

She clarifies that banner and search marketing will not be the fulcrum of Bisleri's digital existence. However, these traditional digital marketing tricks will be employed to support and route traffic to its digital destinations.

The company has declined to reveal the digital advertising budget.

For the record, 22 Feet recently bagged the digital creative account of Titan Eye+, the eyewear brand. It has also hired Deepu Sasi Kumar as head, design. Kumar has earlier worked with digital agencies such as Interactive Avenues, BC Webwise and Tribal DDB.