CLIENT
Bisleri International
Deepthi Nair - Sr. Brand Manager
Anjana Ghosh - Director
AGENCY
Rishabha Nayyar - Head of Strategic Planning
Kapil Arora - Chief Executive Officer & Co-Chairman
Sumanto Chattopadhyay - Chairman & CCO
Anuraag Khandelwal - Executive Creative Director
Samrat Bedi - President
Ankur Jain - Senior Creative Director
Sachin Ramchandani - Senior Vice President
Sanjay Ujawane - Senior Creative Director
SUMMARY
As the leader, Bisleri was creating the demand for packaged drinking water in India. However, having become generic, our competitors were enjoying the fruits of it. Result: We were growing at half the rate of the category. While trade continued to push competition for better margins, we needed to get the consumers to not only ask for Bisleri but insist on being given one. Using Talking Camels, the most unusual water expert, we questioned the intelligence of people when they asked for Bisleri but settled for anything in return.
