Bisleri International has rolled out the launch film for its mango drink with fizz, Fonzo.
Conceptualised by FCB India, the campaign titled 'Mmm bhi Aaa bhi' denotes what one feels after trying the drink. The film features actor Akhilendra Mishra and consists of a soundtrack by Mika Singh.
On the idea behind the campaign, Anjana Ghosh, director - marketing and business development, Bisleri International, said, "In the beverages space in India, there are traditional consumers of fizzy drinks at one end of the spectrum and there are healthier alternatives like juice based drinks at the other end of the spectrum. It was imperative to tell the consumer what the product is all about along with creating awareness about the new brand. That is where the idea of 'Mmm bhi Aah bhi originated. 'Mmm' comes with the experience of consuming any juice based drink whereas 'Aah' is the experience of consuming a fizzy drink."
Along with the film, the campaign also consists of digital, outdoor and radio.
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Watch the film conceptualised by Ogilvy here