Bottled drinking water giant Bisleri is looking for a creative partner. The pitch process is still in its nascent stages and is anchored in Mumbai.
At this stage, a few leading ad agencies have been contacted and invited to share their basic credentials. Detailed briefs are yet to be shared.
Most recently, design agency Red Lion has worked on the creative mandate for Bisleri. The agency created an animation-led television commercial in September 2011, which conveyed the message 'Stay Protected'. At the time, protection, as a brand proposition, stood for health, hygiene, quality and purity - all the things one buys bottled water for. The ad film was supported by other media channels such as OOH (out of home) and social media.
In 2010, Bisleri embraced a new look by introducing a celebration pack. The idea then was to refresh the visual imagery associated with the brand and position it as 'a brand for all occasions' or one that could connect with consumers at all points in time, across events.
Earlier, in 2008, the brand, in the face of competition, claimed its position as 'the original mountain water', with a film that touched upon spirituality. It carried the tagline 'The sweet taste of purity'. Prior to this, several years ago, Bisleri had conveyed the message 'Play Safe' through a naughty and suggestive campaign.
It remains to be seen what the current pitch and subsequent ad campaign will hold for the brand in the days ahead.
For the record, Bisleri's product range currently comprises Bisleri mineral water, Bisleri soda and Vedica Natural Spring Water.
Bisleri currently has 17 owned plants, 33 co-packers, 11 franchisees and a widespread distribution and retail network across India.