I remember last year Bisleri’s Chairman Ramesh Chauhan in his interview mentioned that Bisleri water does not need any ads (Economic Times, 2017). Recently Bisleri launched an ad campaign which highlights that all packed water is not Bisleri ‘Har Paani Ki Bottle Bisleri Nahin’. The ad campaign shows two camels walking towards a shop in middle of hot desert. They ask for two bottles of Bisleri but shopkeeper hands two other brands of bottled water. THe camels drinks it and spit it on the shop keeper face telling him they are not donkeys. Then shop keeper hands over the Bisleri water and camels happily drinks the water. The brand try to highlight that every packed water is not as good as Bisleri.
The Bisleri was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India in the year 1965. The Bisleri mineral water was then sold to India’s Parle in 1969. The Bisleri holds around 24% (Livemint, 2017) value share. Bisleri is planning to double its revenue from the current Rs1,500 crore (as of March 2017) to Rs3,000 crore by FY2020. This ad campaign may help them to regain their lost market share in this competitive market.
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