Bisleri in safe hands of Meridian Communications

After conducting a closely contested multi-agency pitch process in Mumbai, bottled drinking water giant Bisleri has appointed Meridian Communications as its new creative agency.

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'. Several years ago, Bisleri had conveyed the message 'Play Safe' through a naughty and suggestive campaign.

It remains to be seen how Meridian will position 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.