Bisleri’s ‘Kiss to drink’ radio campaign takes a slightly different route as compared to its television commercials. Unlike the TVCs, the radio campaign does not say buy your own Bisleri, but rather expresses what will happen if somebody kisses your Bisleri.
Shraddha Waikar Nathani, Marketing Head, Bisleri explained that the radio ads were created on the same brief as of the television commercials, but were customised to suit radio. “The radio advertisements were translated differently. We added value and curiosity to the ads by exercising the consequence effect.”
The radio campaign is executed in 12-15 cities and has almost 200 spots in a day across towns. The entire ‘Kiss to drink’ campaign is 30 per cent of Bisleri’s total marketing mix; this radio campaign constitutes 15-20 per cent of the ‘Kiss to drink’ campaign.
The initiative portrays stories in terms of what would happen if somebody did not buy his own bottle and kissed someone else’s. One radio advertisement begins with a little girl praying to God that a number of uneventful things happen to her father such as him getting traffic. It is in the later part of her prayer that the girl reveals that her father kissed her Bisleri bottle.
The brand which has been synonymous to mineral water since a very long time launched the ‘Kiss to drink’ campaign initially through OOH. It was then followed by the digital release of the video advertisements and later by TVCs and radio advertisements.
“We aim to use radio as a frequency builder and to re-emphasise the message of kiss to drink,” added Nathani.