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Bislery caselet

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case study on packaged water industry
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  BOTTLED WATER INDUSTRY  BISLERY500  Taking the diktat, it's water at the end of the day, you don't take it seriously Bisleri has made humour the lifeline of the new marketing campaign that has many firsts to its credit. In the deserts of Rajasthan, water is so scarce that the villagers hire private guards to secure their wells from water thieves. Scientists fret that World War III will be fought over water. In the new Bisleri ad though, we get a bite-sized view of this impending apocalypse. The films created by WPP's agency Soho Square (formerly Meridian) are a part of a larger marketing campaign that aggressively pushes the 500 ml bottle. Interestingly, this is the first time ever that Bisleri is doing SKU led advertising. The campaign accounts for 30% of its annual marketing spends.  The campaign takes us through three situations of water rage: a newly married bride slapping her groom, a young college girl whacking a boy and an old aunt beating up a Supermanesque character. In each of these, the point is that one should buy their own bottle of water and not share or 'kiss' somebody else's drink.
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