Bisleri Limonata helps a girl in the mountains #LetLoose

Bisleri International has unveiled a campaign titled 'Let Loose', for its limey minty cooler, Bisleri Limonata. Conceptualised by 82.5 Communications, the film encourages people to express their individuality, without the need to feel constrained by social norms and trends. 

 

The film is shot in the Himalayas, and brings out a playful exchange between a young girl and a group of boys. The boys were playing football, when the ball accidentally hits the girl, who’s also sitting with her friends. When one of the boys goes to get his ball back, the girl plays along and kicks the ball, by not letting any of them get to it. She starts to have fun, while the boys start to chase the ball after her. Towards the end, she starts to dance and sip on Limonata, which helps her express who she really is. 

 

Tushar Malhotra, head of marketing, Bisleri International, said, "For over 50 years, Bisleri International has built trust with the consumers. And, taking this legacy forward, the new Bisleri Limonata campaign will focus on youth-oriented, quirky conversations that bring out the spirit of being yourself. Bisleri Limonata reflects the pulse of the ever-evolving youth who are voicing their opinion and being true to themselves. Through this campaign, we encourage Gen- Z of today to be their authentic selves as they refresh themselves with every sip." 

 

Anuraag Khandelwal, CCO, India, 82.5 Communications, said, "Today, India is filled to the brim with talent. I see today's youth from various strata expressing themselves through reels and videos across platforms in ways their earlier generations couldn't even think about. We captured the spirit of this philosophy in two words - Let Loose. In a category where the codes are about refreshing oneself, Let Loose opens up a broad canvas for Bisleri Limonata to continue creating distinctive storytelling and own an aspirational attitude which is defined by unabashed spontaneity and fun."

 

The campaign will be rolled out across television, digital, print and activations.