Brands
Bisleri launches new ad for Bisleri Fonzo
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.”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
