Soho Square Mumbai to handle Bisleri's new soft drinks range

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 18, 2016
The agency will work on end-to-end strategic communications and branding exercise for Bisleri Pop, Bisleri's new soft drinks range.

The packaged drinking water brand Bisleri has awarded the creative duties for its new soft drinks range Bisleri Pop to Soho Square Mumbai. The drink is made from four variants: Spyci - the twisted cola, Limonata - the lemon flavoured drink, and two fruit-flavoured drinks Fonzo and Pinacolada.

Ramesh Chauhan

Samrat Bedi

Mohit Ahuja

As part of the mandate win, the agency will work on end-to-end strategic communications and branding exercise for the brand's new range. The agency already handles the creative mandate for the brand's current portfolio that includes Bisleri, Vedica, and Urzza.

Commenting on the announcement, Ramesh Chauhan, chairman, Bisleri International, says, "The idea is to launch drinks in spaces familiar to, but very different from existing taste palates. While there is a cola and a lemony drink in the new portfolio, the effort is to give them a twist. Moreover, there are two new drinks. The consumer today wants to experiment and we have offered these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch."

Expressing his views on the partnership, Samrat Bedi, head, Soho Square, states, "This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. We are, therefore, working doubly hard on other aspects like packaging, pricing and innovative means of communication."

Mohit Ahuja, senior vice-president, Soho Square, adds, "It is quite challenging to be in a space which is dominated by two big and numerous small players. The new drinks will benefit highly from the testimonial role of brand Bisleri, as well as the mother brand's reach. These are two big pillars of comfort for an agency with which to go about the launch."

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