Bisleri Bets Big On Experiential Marketing Trio To Hook Gen Z

Bisleri International is going all out to capture the mindshare of the Gen Z audience with the release of its new integrated marketing campaign for Limonata, the brand's refreshing limey minty beverage. The #DoubleTheChill campaign features Bollywood actor Aditya Roy Kapur as its new brand ambassador to boost brand visibility and establish Limonata as the go-to thirst drink for summer, capitalising on his popularity with younger audiences.

Attracting Gen Z 
Tushar Malhotra, Director of Sales and Marketing at Bisleri International shares the campaign's experiential focus stating, "We are connecting with Gen Z through a robust experiential program for Limonata. We are creating that image for a brand that is cool and the ultimate refreshment."

He further revealed, "We will be present at the T20 World Cup, college engagements, music concerts - an integrated marketing campaign across all touchpoints where Gen Z is present, enabling them to try the brand and spreading its imagery."

Bisleri is leaving no stone unturned to create captivating experiences that resonate with Gen Z's love for music, sports, and campus culture. They are already present at various college festivals, musical extravaganzas such as Lollapalooza and Bollywood music ventures featuring artists like Badshah, Arijit Singh and King.

The campaign is an integrated endeavour that will be promoted across diverse platforms including television, digital media, out-of-home advertising, delivery vehicles, trade marketing and OTT platforms. "Through these diverse touchpoints, we aim to offer consumers an immersive and engaging experience," Malhotra added.

The Experiential Leg
The campaign's experiential leg highlights the significance of Bisleri's experiential component.
"Experiential will be an amalgamation, including audience engagement, brand trials and content creation disseminated to a larger audience through digital reels and influencer engagement", remarked Malhotra.
The experiential strategy appears well-rounded, encompassing on-ground activations, sampling opportunities and amplification through digital content and influencer marketing.
Sports is another key pillar where Bisleri is scoring big with Gen Z. The brand will have a prominent presence at the upcoming T20 World Cup. For a prominent presence, Malhotra stated, "We are going to be present in the T-20 World Cup. It's going to be an integrated marketing campaign."

Beyond the World Cup, Malhotra also highlights the brand's efforts to promote hydration and performance.  Bisleri's 'Drink It Up' campaign, starring Deepika Padukone and its extensive sports marketing program encompasses IPL team collaborations, marathons, the International League T20 in Dubai, Indian Super League teams, Ultimate Table Tennis and the Taekwondo International Tournament.

Integrated Approach & Experiential Trilogy
The #DoubleTheChill campaign is a multi-phase endeavour that will extend from the peak summer months into the festive season later this year.Central to the brand's promotion will be in the digital realm. "Digital first - bulk of the investment will be on digital. More than 50 per cent of our investment will be on digital. Another 20-30 per cent on TV, another balance on trade and experiential will be on top of this," Malhotra expressed.
He further elaborated on Bisleri's comprehensive approach to three steps to look at experiential marketing stating, 'One is your engagement with the audience', 'driving product trials is the second critical part - getting consumers to experience the product firsthand' and 'the third piece is the content created out of these engagements' which further gets disseminated across digital channels to a very large audience.  
"We're talking about hundreds of thousands of viewers consuming the experiential content through digital reels, influencer posts and more," Malhotra stated.
He drove home the point that experiential marketing in today's age cannot exist in isolation. As he sums it up, "It's always an integrated campaign" for Bisleri, aiming to surround consumers from all directions.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.