To sustain its leadership in the packaged water sector in India, Bisleri International, makers of Bisleri water, is revamping its marketing operations and advertising strategy this summer. Deviating from its traditional mode of advertising, the company is betting big on digital communications to woo the youth segment.
The company has roped in creative agency Sohio Square, part of WPP Group, to design its advertising campaigns.
??We are implementing a major change in our advertising and marketing plans. Our sharp focus is on digital media now for all our pack sizes,? said Jayanti Chauhan, director, Bisleri International.
To start with, the company has launched its new television campaign (three TVCs) in digital media first to promote its 500 ml bottle. This will be followed by airing Bisleri?s new ad campaign on general entertainment channels (GECs) and youth-centric channels.
??With our digital campaign on social media sites such as Facebook and Twitter, we want to reach out to young consumers. We hope to double up the sale of 500-litre pack with our digital initiatives this year,? said Chauhan. As head of Bisleri?s marketing operations, Chauhan is getting ready to take on the mantle from her father Ramesh Chauhan.
Like Bisleri International, Parle Agro, makers of Bailley, is eyeing use of digital media to promote its water brand.??We are looking at the use of digital media to engage with consumers to make it relevant to the new age consumers,? said Nadia Chauhan, joint managing director of Parle Agro.
The company is setting up a dedicated manufacturing network of 30 plants and distribution network across India to strengthen Bailley in the bulk-pack segment.
To fight multinational competition, Parle Agro and Bisleri International are looking at innovative products and strong distribution network. ?Innovation has allowed us to compete with multinational giants in the beverages category. We are strengthening the distribution for Bailley as availability in this sector drives brand sales,? said Parle Agro?s Chauhan.
Sharing similar views, Jayanti Chauhan said: ??We are focusing on our distribution to take on multinational rivals. in this sector. Innovation also plays a pivotal roles in driving volumes.?
Meanwhile, Coca-Cola India is beefing up its marketing operations to promote its brand Kinley across the country.
According to a spokesperson from Coca-Cola India, the company is currently studying the market to investment for growth. ?We will be undertaking relevant initiatives to tap the growth opportunities in this sector,? he added.
The R8,000-crore bottled water market in India is currently growing at a 19% CAGR (compound annual growth rate) and likely to reach R15,000 crore by 2015, according to a recent report from IKON, a leading marketing firm in Mumbai.
With rising competition, the Indian packaged water sector is truly hotting up this summer.