MUMBAI: Bisleri International recently announced the launch of its new brand Bisleri Fonzo, a mango aerated drink. The launch is supported by an integrated marketing campaign #MMMbhiAAHbhi which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment of the fizz.
With the launch of this campaign, Bisleri Fonzo aims at alluring the younger audience who are looking for healthier options like fruit-based drinks.
The premise of the campaign, conceptualised by FCB India, is set in a unique world where the traditional mango lovers and the contemporary lovers of fizzy drinks come together and form a nutty world of Bisleri Fonzo. The advertisement is a complete Bollywood style foot-tapping number helmed by one of the most versatile singers with blockbuster songs to his fame, Mika Singh.
It will be a 360 degree media campaign to break the clutter in a season which will be flooded with brands vying to grab the share of throat. The campaign will have heavyweights on TV and digital which will not only give it a mass reach but will also engage with the younger consumer on the digital platform. To add a layer of impact, the advertisement will feature in IPL on TV and digital. Innovative outdoor and radio will aid recall in the minds of the consumer in specific markets.
Fonzo priced at Rs 18, will be retailed across general trade, modern trade and e-commerce across the country.
Bisleri International director of marketing and business development Anjana Ghosh says, “Bisleri Fonzo is a novel offering that aims at appealing the younger audience who are looking at a healthier alternative. Mango being the favourite fruit and flavour of most Indians, we see a growing market for the fizzy version of mango drink in India and we are confident that the launch campaign of Bisleri Fonzo, the #MMMbhiAAHbhi sensation will grab consumer interest and will entice them to try our new offering.”
A spokesperson from FCB India, quotes, “We were excited at the prospect of working with such a unique taste and category. Here at FCB India, the entire team was living in the Fonzo world and the signature tune was buzzing in the agency. Our approach was to focus on the taste of Fonzo and make it the next big drink breaking all the typical norms of soft drink advertising.”
Speaking about his experience, singer Mika Singh mentions, “I have been drinking Bisleri for more than 20 years and Bisleri was the first mineral water I started drinking so it is a proud moment for me to be associated with the brand. Shooting for Bisleri Fonzo was a unique experience and I loved working on this project. This ad film is so close to my kind of music and life. I hope everyone enjoys the film and the product as much as I did.”
