Top Story

e4m_logo.png

Home >> Advertising >> Article

Bisleri to launch new soft drinks with Soho Square Mumbai as Partner

18-February-2016
Font Size   16
Share
Bisleri to launch new soft drinks with Soho Square Mumbai as Partner

In addition to the current portfolio comprising Bisleri, Vedica and Urzza, Soho Square, Mumbai will now also be working on Bisleri's new soft drinks, Spyci - the twisted cola, Limonata and two fruit flavored drinks - Fonzo and Pinacolada

Commenting on the new drinks, Ramesh Chauhan, Chairman, Bisleri International says"The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch." 

From the original soft-drinks king of the country, this is a major come-back in the soft-drinks space.

On the partnership, Samrat Bedi, Head, Soho Square says,"This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication."Adds Mohit Ahuja, Senior Vice President, Soho Square, "It is quite challenging to be in a space which is dominated by two big and numerous small players. These new drinks will benefit highly from the testimonial role of Brand Bisleri, as well as the mother brand's reach. These are two big pillars of comfort for an agency to go about the launch."

Soho Square has been credited for the award-winning 'Kiss to Drink' campaign for the Bisleri 500 ml SKU and the launch campaign of premium drink Urzza.

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship