Bisleri invests Rs. 1 crore to speak regional languages
By January 2018 every Bisleri product, be that a 20-litre bubble-top or the 250ml bottle, will have a dual-language label
Bisleri has rolled out Phase 2 of its dual-language label campaign. Bisleri has added Gujarati, Punjabi, Tamil, Assamese, Malayalam, Kannada, Bengali and Oriya to its existing line-up of Telugu, Marathi, and Hindi dual-language labels that were introduced in August. “The total investment for this endeavour will be around Rs. 1 crore,” said Anjana Ghosh, Director of Marketing, Bisleri International.
Speaking about the Phase 1 of the campaign, Ghosh said that there was an overwhelming response from the consumers. “In fact, we did not expect such a huge positive feedback to the initiative,” she said. “We always believed that water is a low-involvement product but the moment we launched the labels in Maharashtra and Andhra Pradesh, we received positive consumer and retailer feedback from even the most remote places in the states,” she added.
For now, only the 500ml bottles and one litre bottles will sport the dual-language labels across all states of the country. The positive response to Phase 1 has bolstered Bisleri’s regional language approach and they will also roll out the dual-language labels for all SKUs over next few months.
The key message of the campaign is 'Jaise aap waise aapki Bisleri' written in regional language scripts. The campaign will comprise various POSM retail visibility elements such as posters, danglers, shelf display and truck branding.
Come January 2018, every Bisleri product, be it a 20-litre bubble-top or the 250ml bottle, will have a dual-language label. Bisleri has 122 bottling plants across India and all the labels across these plants are dual-language now. Barring some old inventory that will be exhausted over the next month, Bisleri has phased out its single-language labels.
The move to change the labels across the country across all SKUs was driven by the insight that people like to be spoken to in their respective mother tongue. Therefore, Bisleri wanted to communicate with consumers in every state in their language.
Speaking to exchange4media during the launch of Phase 1, Ghosh had said that changing labels also tackles the problem of counterfeiting, which is highly rampant in the bottled water category. “Labels in the local language will make sure that people in remote areas are not misled by counterfeits,” she said.
Across Delhi, Rajasthan, Uttaranchal, Uttar Pradesh, Himachal Pradesh, Madhya Pradesh, Bihar, Jharkhand & Chhattisgarh, Maharashtra, Goa, Gujarat, Punjab, Tamil Nadu, Andhra Pradesh, Telangana, Assam & North East, Kerala, Karnataka, West Bengal and Orissa states, 500 ml and one litre Bisleri bottles will now be available in dual-language labels.
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