Task at Hand
Leader in packaged drinking bottle category -60% Market Share
LOOSING RELEVANCE
Gen Z is 30-35% of India’s population
Despite being a legacy brand and holding a significant market share, The brand was losing relevance amongst the most important audience segment i.e Genz
Tension point
3
As per the U&A study-
Gen Z preferred new aged brands like Kinley & Aquafina, attracted by their contemporary positioning and constant endorsement by leading cricketers and Bollywood stars
Target Audience 🡪 Gen Z Traits - Wellness Enthusiasts�
Not only consumes sports but actively participates in variety of Sports
Practices conscious consumption
Always on-the-go and prioritizes convenience
Prioritizes health above all, comprising of physical, mental & emotional health
Challenge 🡪 Carbonated beverage category Packaged drinking water
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Why carbonated beverage are popular amongst Gen Z?
6
Diverse flavours & fizz
Convenience & Accessibility
Variety of packaging formats
Aggressive marketing strategies
Youth-centric themes
Endorsements by popular figures
Insight
Generation Z follows influencers because they provide a blend of authenticity, relatability, engagement, niche content, trust, inspiration, and social proof that resonates deeply with this digitally native and socially conscious generation
Idea 🡪 Level up your hydration game
To bring this idea a life we tied up with celebrities, macro, mid & micro influencers with each influencer incorporated unique personality and style into their content, seamlessly weaving Bisleri’s message into it. Every endorsement is distinct, showcasing the brand’s recognition that authenticity is what truly resonates.
Execution
9
Each piece of content was unique, showcasing different moments of the individual influencer, such as exhausting rehearsals, troublesome outside noise, indecision over outfit choices, etc. That's when Bisleri helps charge you up with one sip, and you're ready to rock.
Grooving to the new "Jhoom Jhoom Jhoom Baba" song featuring Deepika Padukone, each influencer adds their own unique touch and style with the Bisleri bottle & performing the bottle flip to cap it off at the end.
Scale @ 16+ Macro & Mid Influencers
More than 16+ macro & mid influencers used for this campaign
Through their unique trait they demonstrated how Bisleri
The multiple content garnered more than 4.94 Mn views with 2.87Lacs+ likes
Shivanshu
Gaurav Thukral
Aadil Khan
Nidhi Kumar
Tejas Dhoke
Scale @ 80+ Micro Influencers
More than 80 Micro influencers played a role in driving reach at a grassroot level and drove a perception of UGC that had flowed down from the macro and mid-tier influencers.
1.24M+ views, 70K+ likes, and 78K engagements nationwide, driving widespread awareness for the campaign.
Vidhi
Rudra Barve
Riddhima Nagpal
Simran Ghosh
Sheetal
Scale @ 80+ Micro Influencers
Vridhi Mudgal
Riddhima Jain
Santana Roach
Diksha Munjal
TV campaign dazzled reaching an impressive 80% GenZ @1+
Impact
Given TV's extensive reach, we strategically analysed Gen Z viewership patterns by creating detailed Gen Z cohorts on BARC. This allowed us to identify the top shows and channels favoured by this audience, ensuring our campaign effectively targeted their preferred viewing experiences
We strategically selected top-rated shows, high-impact programs, and channels that resonate strongly with our target audience. Our campaign ran across 84 channels for 8 weeks, with a keen focus on prime-time slots, which comprised 65% of our total ad placements, ensuring maximum visibility and engagement
Our meme campaign ignited a viral sensation, achieving an impressive 13 million views
We utilised the power of humour and creativity by crafting viral memes to generate buzz on Instagram, effectively capturing the attention and engagement of the Gen Z audience
We sparked excitement by crafting humorous memes and sharing them across various IG meme pages. One standout example featured a playful comparison between people eagerly waiting 31st Dec and our own excitement for January 22, 2024 (Ram Mandir). This clever content resonated strongly, also positioning Ranveer as the ultimate “Boss Lady” in the process
The content was shared extensively 36,424 times, indicating strong viral potential. A content campaign with 2,025,941 likes, 14.3 million impressions, and 6,438 comments. This highlights strong audience engagement and widespread content visibility
Publisher Plan – creating buzz on marketing pages through IG, LinkedIn and by posting article on various pages
A buzz is created by creating a hype on various marketing pages, like Scoopwhoop, MOM, Quint and Pinkvilla reaching to 4.4 Mn audience and 15k post shared
The campaign also achieved 0.94 Mn views across
Bobble AI – on WhatsApp's 10.36Mn+ Views and 259K+ content shared, an over- delivery of almost 100% as compared to our initial targets
campaign leveraged interactive content elements like stickers, Bigmojis, and Pop Text, leading to high user engagement
With over 258,000 shares and 10.35 million views, the campaign was effective in reaching a broad audience
The popularity of the interactive features indicates that they played a key role in encouraging user participation and content sharing, making the campaign both engaging and widely distributed
Results Glance
80,68,279
3,57,673
13,452
9,159
3,123
4,33,23,095
Client Approval