Bisleri Limonata, the ‘Limey Minty Cooler’ beverage by Bisleri International, has announced Bollywood actor Aditya Roy Kapur as its first brand ambassador. The announcement coincides with the launch of a new campaign, titled #DoubleTheChill.
Bisleri Limonata: Campaign & Strategy
The campaign features Aditya Roy Kapur and Chunky Pandey in a beach setup and revolves around the concept of doubling the refreshment with Bisleri Limonata’s unique lime and mint flavor. Interestingly, this campaign is the first to be conceptualized and written by Bisleri’s in-house creative team.
Tushar Malhotra, Director of Sales and Marketing at Bisleri International, explains the brand’s decision to launch the campaign towards the end of the summer season.
He highlights Bisleri’s focus on building a strong brand presence in the carbonated beverage category, and that factors beyond seasonality, like distribution and marketing capabilities, are crucial during this brand-building phase.
Also Read: Top Dad Influencers to Follow in India
Media Mix
The campaign will leverage a diverse media mix to target Gen Z consumers. Here’s a breakdown of the budget allocation:
- Digital Media (50%): Reflecting the target audience’s digital consumption habits.
- Experiential Marketing (20%): Including activations at fairs and music concerts.
- Television (10%): Focusing on the ICC Men’s T20 World Cup with placements during all matches, including the non-India matches.
- Trade Channels (20%): Investments in dealer boards and truck branding.
Bisleri Limonata: Brand & Business Goals
Bisleri Limonata’s success has prompted the company to develop a dedicated campaign to capitalize on its growth potential. The brand’s carbonated beverage business has witnessed a 30% surge in April and May.
Bisleri Limonata is available in three SKUs: 160ml (Rs 10), 500ml (Rs 25), and 600ml (Rs 40). The smaller 160ml pack is specifically designed to encourage trial purchases.
The company with its existing portfolio of Bisleri Pop, Bisleri Rev, and Bisleri Spyci Jeera, aims to achieve a revenue milestone of Rs 500 crore in the carbonated beverage segment.
Also Read: Virat Kohli Partners with TIDL to Revolutionize Pain Relief in India
Conclusion
Bisleri Limonata’s strategic brand-building efforts, including the appointment of Aditya Roy Kapur and the #DoubleTheChill campaign, showcase the company’s commitment to capturing a larger share of the Indian carbonated beverage market. It will be interesting to see how Bisleri navigates the competitive landscape dominated by global giants and regional players to achieve its ambitious target.
