Bisleri launches nation-wide integrated campaign for fizzy mango drink, Fonzo
The ad is sung by Mika Singh and also features an act by Bollywood artiste Akhilendra Mishra
Bisleri International’s new brand Bisleri Fonzo, the fizzy mango juice, has been launched, supported by an integrated marketing campaign #MMMbhiAAHbhi. The idea was to convey the sensorial experience of the product. 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 ad is sung by Mika Singh and also features an act by Bollywood artiste Akhilendra Mishra.
#MMMbhiAAHbhi will be a 360 degree media campaign to break the clutter. It will feature in IPL on TV and Digital supported by Outdoor and Radio to aid recall in the minds of the consumer in specific markets.
Speaking of the launch, Anjana Ghosh, Director - Marketing and Business Development at Bisleri International, said, “Bisleri Fonzo is a novel offering that aims at appealing the younger audience who are looking at a healthier alternative. Mango being the favorite fruit and flavor 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.”
Speaking on the campaign, a spokesperson from FCB India, said, “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.”
Mika Singh said, “I have been drinking Bisleri for more than 20 years so it is a proud moment for me to be associated with the brand. Shooting for Bisleri Fonzo was a very 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.”
Akhilendra Mishra said, “The very first narration of the script excited me to take up this project. To complement this was the equally unique taste of the drink that I loved a lot. There was so much energy on the sets and I was actually living my character throughout this journey.”
Agencies on board:
FCB India: Mainline Creative & Digital duties
Wavemaker: 360 Media Planning and Buying
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