Bisleri Blurring Lines Between ‘Marketing’ & ‘Experiential’
Sports Marketing, Digital Marketing and Experiential Marketing find an intersection in today’s brand marketing strategies. Bisleri is one such brand thriving at this intersection. Tushar Malhotra, Head of Marketing, Bisleri, sheds light on the brand's innovative strategies, exemplified by their collaborations and initiatives.
Unveiling Vedica's Harmonious Symphony with Lollapalooza
Malhotra emphasises the strategic alignment behind Vedica's collaboration with Lollapalooza. He stresses that this partnership isn't merely about brand visibility at events; it's a fusion of shared values and a celebration of premium experiences. According to him, Vedica, being a luxury brand, finds synergy with Lollapalooza's global reach and cultural significance.
Malhotra states, “From an experiential perspective, the collaboration aims to go beyond the physical event and leverage it as a content creation opportunity. Events are no longer just events; they serve as platforms for creating engaging content that can be amplified through our social media channels, reaching audiences across various locations.”
Bisleri's Sports Marketing Focus
The brand’s 'Carry Your Game' campaign, a comprehensive sports marketing initiative, entails forging associations with a diverse range of sports. Malhotra asserts, “We have partnered with four IPL teams, six ISL teams, national games, Ultimate Table Tennis League and various marathons. This broad engagement across sports genres will persist.”
According to him, events now serve as opportunities for trials and paid experiences, allowing consumers to experience the products firsthand.
The Marketing Head revealed, “We have expanded internationally, launching in Dubai and participating in events like the Dubai Marathon. Additionally, our presence in the finest dining establishments and top hotels contributes to the overall epicurean experience for our consumers.”
The brand has initiated its journey in the Middle East unveiling global plans, beginning with the UAE due to the significant Indian diaspora already present in the region. Malhotra says, “While we’ve started in the UAE, expansion plans are in place for other countries as well.”
Experiential Marketing in the Digital Age
Experiential marketing has become more important than ever as customers are bombarded with digital advertisements. In the digital age, experiential marketing has evolved from a traditional event-centric strategy into a dynamic fusion of physical experiences and digital engagement.
Malhotra emphasises, “The distinction between marketing and experiential marketing is fading for us. Experiential marketing, a 360-degree approach, integrates seamlessly into content creation and digital engagement. The traditional emphasis on TV budgets is shifting, with a more balanced mix that includes experiential and digital components. The remaining half of our marketing strategy is divided between events and digital, with a seamless integration of both.”
