Kinley revamps packaging; launches new communication

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Talking about Kinleys communication over time, Pant reveals thatapart from talking about purity, the communication has also managedto connect with the audience in an Indian manner. The importance ofwater in life has been talked about too.

The 'Boond Boond Mein Vishwas' concept has been with Kinley forfive years now. In the first three years of the brand, thecommunication was more about safety and how apackaged-drinking-water brand needs to be trustworthy enough forthe consumer to accept it. The communication evolved with time andwith the changes in the category, Pant says.

Talking about the TVC, Titus Upputuru, senior creative director,O&M, Delhi, the agency which handles the creative duties for thebrand, says, The creative depicts that those whom we really knowand trust have nothing to hide. This feature of trust and purity isequated to the quality of Kinley packaged drinking water.

Upputuru revelas that the brand had a successful campaign someyears back (Koi Rang Nahi, Koi Aakaar Nahi) and Coca Cola waslooking at refreshing the premise of the communication.

The film is in the form of a travelogue, where a young boy keeps the faithby going through a long journey to meet his grandmother. The filmopens on the boy, who is en route to his ancestral home. Thebackground score says, 'Mann Kaanch jaisa, Aar Paar Aisa, Aasman SaKhula Saaf Dil Hai Tera'. Somewhere along the journey, he islooking for drinking water, and is skeptical about finding purewater. A shopkeeper, on sensing his dilemma, calls him and giveshim the new bottle of Kinley. The boy, on seeing the trustedquality seal on the bottle, is happy that he has found his trustedKinley. All along the journey  on the bus, at a roadside dhaba, heuses Kinley to quench his thirst. At his grandmothers home, he iswelcomed with lot of love and affection. His grandmother asks himto wash his hands (a symbol of purification) with Kinley. The filmcloses on the shot of the old lady and the grandson catching upwith each other, with the super  'Boond Boond Mein Vishwas'.

The lyrics for the films background score have been penned byUpputuru. From the creative side at O&M, Suman Adhikari and PreetiKaul Chaudhary have worked as part of Upputuru's team. The film hasbeen shot by Shashanka Chaturvedi of Good Morning Films, on theMumbai-Pune highway. Apart from television, outdoor and on-truckadvertising would be used as part of the communication.

In the Rs 1,250-crore packaged-drinking-water market, as estimatedby industry experts, Rs 1,000 crore accounts for branded packageddrinking water. Bisleri, the market leader, holds 21-22 per centshare of the market. Kinley has around 19.5 per cent, and Aquafinaaccounts for 18 per cent. Average advertising and marketing spendsfor the category is around Rs 50-60 crore. The market is growing at25-30 per cent every year.