Bisleri has got back the camels in a new avatar for its campaign that introduces its 'home delivery' option.
Conceptualised by 82.5 Communications, the campaign consists of films that feature Baadal, the camel. In the film above Baadal is talking to a news channel and states that there's no reason to worry about drinking water as Bisleri is now home delivered.
Three more films conveying this message will be released soon.
Anjana Ghosh, director, marketing and business development, Bisleri International, said, “During these past few months, consumers have faced real constraints in accessing basic essentials on account of lockdown - the supply chain was disrupted, essential shops remained shut, people were required to wait in long queues with the risk of overcrowding, they were unable to manage work from home schedules as they had to step out to get their basic needs in place. Water being an essential need, Bisleri understood the challenges consumers were facing at a very early stage of the lockdown period and was able to offer solutions quickly by facilitating direct and safe home deliveries."
She added, "Our ecommerce platform is an extension of that reassurance that our consumers will continue to receive safe and uninterrupted supply of their most trusted brand at their doorstep. The digital campaign is created to reiterate the existing message around our contactless production and delivery practices as well as our commitment in facilitating safety and purity at the doorstep.”
Anuraag Khandelwal, ECD and creative head (Mumbai), 82.5 Communications India, said, “The challenge of creating this campaign was that we could not shoot. And we did not want to sound opportunistic. The idea was to tell stories that inform and entertain in truly Bisleri style. And so, we came up with - 'Don't worry, ab ghar aayegi Bisleri'. This was yet another satisfying and fun campaign to create."
Samrat Bedi, president (Mumbai), 82.5 Communications India, added, "Consumers are increasingly evaluative of their consumption habits now more than ever. Besides, the promise of safety and purity have become front-of-pack conversations and non-negotiable too. With the launch of Bisleri@Doorstep consumers can now just reach out for safe and pure drinking water from one of India's most trusted brands right from the comfort of their homes...for good!"
Sumanto Chattopadhyay, chairman and chief creative officer, 82.5 Communications, India, said, "When you have spokespersons that are this unique, they remain an effective mouthpiece whether in flesh and blood or as animated characters. May we present to you the Bisleri campaign sequel -- with Baadal the animated camel!"
Client: Bisleri International
Director - marketing and international business: Anjana Ghosh
Creative agency: 82.5 Communications
Chairman and CCO: Sumanto Chattopadhyay
Co-chairman and CEO: Kapil Arora
ECD and creative head: Anuraag Khandelwal
Senior creative director: Ankur Jain
Creative director: Vikrant Markal
Associate creative directors: Tiyasha Ray and Prashant Kandalkar
Creative controller: Pawan Pandey
Head of strategy: Rishabha Nayyar
Planning director: Devika Sharma
President - West: Samrat Bedi
Senior vice president: Sachin Ramchandani
Senior account executive: Denise Fernandes