Categories Name : Marketing Strategy

Sub-Category : Digital Influence

Entry Name (Campaign) : #Drinkitup

Results

Bisleri’s #Drinkitup campaign aimed to reconnect with Gen Z, a critical audience segment making up 30-35% of India’s population. Despite Bisleri's strong market share in the packaged drinking water category, the brand was losing relevance among this demographic, who preferred contemporary brands like Kinley and Aquafina, endorsed by popular celebrities. The campaign's strategy involved leveraging influencers and digital content to resonate with Gen Z's wellness and convenience-driven lifestyles. The campaign featured 16+ macro and mid-tier influencers and 80+ micro-influencers, each integrating Bisleri into their unique content, resulting in over 4.94 million views and 2.87 lakh likes. Additionally, micro-influencers contributed to 1.24 million views and 70,000 likes, expanding the campaign's grassroots reach. A TV campaign reached 80% of Gen Z across 84 channels over eight weeks, with a focus on prime-time slots. A meme campaign went viral, achieving 13 million views and significant engagement, including 36k+ shares and over 2 million likes. Furthermore, interactive content on WhatsApp via Bobble AI garnered over 10.36 million views and 258,000 shares, significantly exceeding initial targets. Overall, the campaign successfully re-engaged Gen Z, driving widespread awareness and interaction across multiple platforms, positioning Bisleri as a brand that aligns with the values and preferences of this digitally native generation.