Advertising

Bisleri Monster: you’ve come a long way baby

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When I first saw the new Bisleri Monster TV ad, my reaction was pretty much similar to what is being said by a majority on Twitter.

Over at the YouTube page, the handful of comments are quite positive though. The reaction from the general public remains to be seen and they may pretty well love it.

As someone who grew up in advertising in the ’90s, Bisleri is a classic case study brand. Many of the youngsters & B-School students today may not even be aware of the earlier ‘category building’ advertising from the brand. And it wasn’t just advertising that built the brand. It was a combination of distribution, pricing, smart SKUs (remember that lovely ad where a shopkeeper keeps offering larger bottles of Bisleri?) ¬†and so on. The brand virtually created and built the category from nothing. Today the category challenges are different – Bisleri is virtually a generic name, mineral water (branded or quasi-branded) has become a travel necessity and there are several brands playing on the purity platform. The category advertising too has kept pace moving away from functional claims to emotional claims. Bisler’s own advertising in the recent past has taken on a lighter tone. So maybe this is a natural progression. And in these days of ‘advertising as entertainment’ maybe the over-the-top approach was the route to go. But will the audience ‘get it’? Will the ‘stay protected’ idea come through in this story telling? Do comment in.

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A marketing communications professional with a keen interest in all things advertising. I share creative ads and views on the ad industry here. Views are personal. See Disclaimer for more.

6 Comments

  1. I tho like the ad. I don't see why people are getting so critical. there is an Idea, the execution is good and it has a funny story line. And the whole thought of Bisleri "keeps you safe" from Kitanu/monsters in water is well expressed. (Harms the guy who wasn't drinking Bisleri but didn't harm the guy who was.)

  2. Nice to know the insights about the brand bisleri as a case study on that section

    Good one sir !

    Cheers

    raGz

  3. stay protected dint come into my mind.. but it flashed like its surrounded by water all 4 sides but still the monster prefers bisleri to drink in order to gulp the human… not the water in the sea..so bisleri is preferred by all.. and as for the stay protected tag line ..i think after the pepsi, cadbury and bisleri unhealthy publicity has taken place.. claiming to stay protected by bisleri dont knw how much it works with people..me personally have no probs with drinking bisleri

  4. Well, I feel this is the way to go, this is what advertising is all about – having fun. Indian consumers know what this brand stands for, and frankly, when I ask for Bisleri, I am asking for mineral water, and I don't mind or even question the shopkeeper if he gives me Aquafina/Kinley or Kingfisher. Because product wise, there is no difference. But by adding a new tangent to this category's advertising, Bisleri has strengthened its name in my mind. Full marks to Publicis Group for a decent creative.

  5. Bisleri has always maintained its position as a product which is renowned for purity. People consume mineral water in order to avoid getting sick and hence mineral water is synonymous with purity & safety.
    In India, Bisleri has become a generic term for mineral water. It has top of the mind recall when it comes to mineral water.
    The recent ad has certainly some good animation and concept but for me it seemed a little over the top. The humour content is present but I personally feel they should have created an ad which would have more of an emotional connect with the target audience.

  6. Yogesh Kamath Reply

    this is preposterous, what, how why? !@#$$% Best example of how not to communicate.

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