A brief on Bisleri campaign "Jhoota karke pina hai toh apne bottle kharidna"

1. Communication Brief
On Bisleri
Group C1

2. Ad 1

3. ________________________________________________________
COMPANY : Bisleri International Pvt. Ltd
BRAND
: Bisleri water
CAMPAIGN : Kiss to drink
_________________________________________________________
REQUIREMENT:
Print
TVC
Title Of Creative Work
Other:______________
_________________________________________________________

4. BRAND EQUITY GUIDELINES CHECKLIST -EQUITY
___________________________________________________________
BRAND ESSENCE
Distillation of core brand thought
Bisleri - Safe and pure

5. TARGET PERSON
Crisp portrait of our target audience
___________________________________________________________________
Bisleri mineral water
People who want to have safe drinking water and think“The world is not as safe as they portray it to be, microbes
and various other organisms are the invisible threats that we
face. It is none other than the noble practice of sharing that
has made us susceptible to these threats. “Screw sharing, I
want my own bottle”.

6. BRAND CHARACTER
Our brand’s persona
___________________________________________________________________
BISLERI-My personal water, as personal as my underwear

7. THE CONTEXT
CHECKLIST -CONTEXT
BUSINESS/BRAND OBJECTIVE
The business objective and corresponding brand task
___________________________________________________________________
• To double the sales of the Bisleri 500 ml bottles
• Currently contributes to 10% in bisleri portfolio
• By persuading people to buy their own bottles.

8. CONSUMER BARRIER
The key consumer issue coming in the way
__________________________________________________________
Habit of consumers using someone else’s bottle to drink water and not
carrying their own bottles.

9. CRITICAL INSIGHT
The penetrating consumer understanding that will help unlock the
way forward
__________________________________________________________
Bisleri- A basic consumer behavior
is that we don’t like to share water
with someone who has touched the
bottle with his/her mouth. People
get maximum satisfaction when
they drink with the bottle to their lips.

10. THE CHALLENGE
The ambitious communication task based on the insight, to overcome
the barrier
__________________________________________________________
Bisleri-To make people buy their own bottle and not share

11. CAMPAIGN IDEA
The communication idea for the campaign
__________________________________________________________
Bisleri- Kiss to drink

12. Ad 2

13. Ad 3

14. Thank you