Bisleri leverages ‘Baadal’ the camel to take on counterfeit mineral water brands

Mineral water brand Bisleri has launched a new integrated campaign. Titled ‘Samajhdaar Bisleri Peete Hai’ (the smart drink Bisleri), the film-led campaign looks to reinforce consumers’ trust and raise awareness on the difference between the original Bisleri and counterfeit alternatives in the market. With this, the brand is attempting to provoke the consumer to be vigilant and choose a trusted mineral water brand like Bisleri.

 

The film, created by 82.5 Communications, features Bisleri’s ‘Baadal’ and his thirsty rider. At a shop, the shopkeeper hands him a local brand of bottled water despite him asking for Bisleri. As the rider is about to drink the water, Baadal quickly intervenes and points out that what he is consuming may not be safe and directs him to a shop that sells the original Bisleri. The camel then declares, ‘Samajhdaar Bisleri Peete Hai’, thereby embarrassing his rider.

 

Anjana Ghosh, director – marketing, Bisleri International, said, “We are extremely excited to bring back our endearing brand ambassadors with a new story to tell on screen. Bisleri has always centred its focus on the consumers and created various brand milestones addressing critical needs, building knowledge and ensuring safety. In the mineral water segment, all bottles seem equivalent but there is a stark difference in the production process and this is what we need to educate and trigger consumers to make the right choice. Being consumer-friendly, we have already introduced the Bisleri@Doorstep service which will not only offer convenience to the consumers but also a reason for the preference for the right choice – Bisleri Mineral Water – and the campaign reiterates the same with the new theme – Samajhdaar Bisleri Peete Hai.”

 

Anuraag Khandelwal, ECD and creative head (Mumbai), 82.5 Communications, said, "While in the last campaign our samajhdaar camels knew that not every bottle of water is Bisleri, this time around the camels are set to underline that humans can sometimes be careless in choosing the correct bottled water. Besides taking good-humoured digs at humans, our camels also emphasise the facts that make Bisleri a far superior choice.”