'Bisleri’s Vedica is a premium brand for discerning consumers'

At the launch of 'Vedica Himalayan Sparkling Water', Bisleri International's Vice Chairperson Jayanti Khan Chauhan & CEO Angelo George spoke about the company's expansion plans, growth targets & more

e4m by sunny saini
Published: Oct 12, 2023 4:29 PM  | 6 min read
Test

On Thursday, Bisleri International announced the expansion of its premium beverage category --  Himalayan Spring Water -- with the launch of 'Vedica Himalayan Sparkling Water' in Mumbai. 

“Sourced directly from the snowy peaks of the Himalayas, Vedica Himalayan Sparkling Water is a testament to nature's splendour. This sparkling elixir assures exceptional quality, pureness, crisp taste and an ideal balance of carbonation and mineral composition,” says Jayanti Khan Chauhan, Bisleri International’s Vice-chairperson, unveiling the product.  

The company’s CEO Angelo George and head of marketing Tushar Malhotra were also present at the occasion. 

The product is priced at Rs 175 for a 300 ml glass pack as the company targets niche audiences in metros and tier 1 cities. Actor Dino Morea has been roped in as a brand ambassador. 

Chauhan, who is the only daughter of Ramesh Chauhan, the chairman of India’s largest packaged drinking water company, oversees the business empire with a turnover of Rs 2,300 Cr in FY22. She said the firm decided to launch its own sparkling water brand after seeing its growing acceptance in India and other parts of the world. 

On this occasion, Chauhan who grew up in Europe and calls herself a staunch animal lover, also expressed her commitment towards street animals. Chauhan is currently working with PETA to sterilize cats and dogs and provide them with therapies. She has also joined hands with the animal welfare society to provide needy animals a shelter.  

exchange4media spoke to Chauhan and George about their sales projections for the new product, company’s growth targets, expansion plans and marketing strategies. 

Excerpts: 

Bisleri has been growing consistently and the company’s turnover crossed Rs 2300 crore in FY22. What are your next targets?

Chauhan: We have set out a plan to double the turnover by 2026. The company witnessed good growth despite the COVID impact which has been kind of reassuring us that we are inherently on the right trajectory and we would like to build on that. 

You have forayed into the UAE sometime ago. How has been the response? How does the UAE market differ in terms of packaged water from the Indian one? 

Chauhan: We entered the UAE only a couple of months ago. It's a completely packaged water-led market. There is no tap water at all. The packaged water players are small and scattered. As an Indian brand, we are not trying to target Indian consumers in the UAE. That's a spot that doesn't look viable to name. So that's why our launch took time. 

It was launched with the limited edition packs with the Shah Rukh starrer movie “Jawan”. Shahrukh is also the brand ambassador for UAE and hence our collaboration helped to get that initial acceptance for the brand. But the long-term game is about being present in the right kind of channels and ensuring that your service and capability are established and all locals come and buy your brand. 

We plan to create the right engagement out there from a consumer angle and you will see more of it coming. 

Are you planning to foray into other markets as well? 

George: Once we get a hold of the UAE market, only then we have the freedom to think about other things. Once we are clear that we got the UAE game right, we would surely expand to other markets. 

How much investment is being done for the sparkling water category? Have you set up a separate bottling plant for this? Besides, what are your sales projections for this product?  

Chauhan: We can’t reveal numbers, unfortunately. Anyway, we have just launched the product. I would be able to give you a better picture on this after a few months. However, there's a huge demand for sparkling water in the Indian market and our product will be a great alternative.  

All I can tell you is that the Vedica category makes up about 5% to 7% of our overall business. It took almost eight years, including the break of COVID which really affected us. Otherwise, we were on a great track. If COVID hadn't happened right now, we would be like five times what we are at the moment. 

Our product comes from a single aquifer in the Himalayas. It is being bottled at our Uttarakhand plant only. 

With such a price band, wonder who is your target audience? Can you share your marketing strategy around this product? 

Chauhan: It's obviously a niche market, so urban India is our focus. It will be available on e-commerce platforms, fine dining places and even malls. We will be mainly focusing on digital for marketing along with billboards around the major metros. But I feel digital works the best because our consumers are more on digital than on TV.  

We also have actor Dino Morea on board as our ambassador. We have shot a beautiful film and will be doing more films soon. Most brands are very passionate about CSR, but they are not focusing on rehabilitation, rescue and welfare of animals. 

So in that sense, it's like a very 360 way of looking at different avenues where we can be relevant and be involved. We have started our social media campaigns and partnered up with many of the premium events like Lollapalooza, MotoGP, Vogue and Condé Nast events where our target consumers can interact with us, look at the bottle, get a feel of the bottle, then go home and order it online.

We want to be the most dominant premium water brand.

George: You need to be wise about how you spend your money. Vedica is a premium brand for discerning consumers. I think the TV consumption of that group of people has collectively gone down as they have shifted to digital today. So the media mixes are oriented towards that. We will also be advertising on billboards in metros soon. 

How does Dino Morea blend with your brand? 

George: We wanted our brand ambassador to be somebody who is accessible and people can relate with him, who carries himself gracefully.

Chauhan: Also, Dino also hasn't done too many ads like other actors which often confuses the audience. He is associated with a few but good brands. Moreover, he campaigned for us in 2005. 

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Network Advertising appoints Rahool Talukdar as Group Creative Director, Digital

Rahool previously worked at Dentsu iProspect

e4m by sunny saini
Published: Oct 9, 2023 6:37 PM  | 2 min read
people movement

Network Advertising has announced the appointment of Rahool Talukdar as Group Creative Director, Digital. Rahool, previously at Dentsu iProspect, brings over 15 years of rich experience, having worked across both mainline and digital agencies.

Rahool is captivated by the digital medium and the innovative ways in which brands can connect with audiences through new media storytelling. At Network, he shares, "I resonate with the creative freedom provided by an independent venture, where transparency and clear direction foster professional growth. I am thrilled to be a part of their growth story."

During his tenure at Dentsu iProspect, Rahool led a team responsible for award-winning work on a diverse range of accounts, including State Bank of India, Essilor, Fossil Luxury Watches, Biba Apparels, Angel One, Finolex Pipes, Switzerland Tourism, ICICI Direct, and Shaze Luxury, among others.

Akashneel Dasgupta, CCO, Network Advertising, expresses enthusiasm about Rahool's addition to the team, stating, "Rahool will help shape our future as a fully integrated agency. He possesses extensive experience in nurturing young talent and guiding them towards greater accomplishments. We look forward to an exciting future and exceptional work with him on board."

Vinod Nair, Managing Director, Network Advertising, underscores the significance of digital communication for the agency, saying, "Digital Communication is a crucial element in our integrated offering to clients. Under Rahool's creative leadership, I am eager to see him add value to our clients' businesses alongside his dynamic team."

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

Times Network digital head Shouneel Charles to quit after 4+ years

Sources have told e4m that Charles is currently serving his notice period

e4m by sunny saini
Published: Oct 1, 2021 1:00 PM  | 1 min read
test
Shouneel Charles, Executive Vice President and Business Head Digital at Times Network, has called it quits and is serving his notice period with the organisation, sources close to the development have told exchange4media.com.
Times Network refused to comment on the development till the time of filing this report.
Shouneel is a seasoned digital and media professional with over two decades of experience. He joined Times Network in April 2017 as Senior Vice President — Digital. In July 2019, he was elevated as EVP to further boost audience growth and turnover of the network’s digital platforms.

In his previous assignment, Charles was leading the digital business at NDTV Convergence as Chief Sales & Marketing Officer and Chief Revenue Officer. He has also worked with multinational companies like Yahoo, Turner Broadcasting, Star India and National Geographic where he launched multiple channels and media properties.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

CNBC’s Latha Venkatesh to “transition” out of daily anchoring schedule

Venkatesh is taking the ‘break’ from August 1 to plan son’s wedding

e4m by exchange4media Staff
Published: Jul 26, 2021 6:36 PM  | 1 min read
Latha Venkatesh

Latha Venkatesh, Executive Editor with CNBC-TV18, will be “transitioning” out of the daily anchoring schedule and play much more of a supervisory role.” The arrangement will come into effect on August 1.

Venkatesh will continue to be the Executive Editor, and “only take a break from the daily activities.” She will be taking the break to plan her son’s wedding.

“Latha mam has kept the fire burning for almost two decades. She has brought her heart to work every day. Never once complained about the long hours, the stress, the pressure, because she loves what she does with a passion that is undeniable. As is the case with her, she doesn’t do anything half-heartedly and so as she gets ready to plan a BIG FAT INDIAN WEDDING for her son, she is keen to free up her time and mind space to focus on a wonderful life altering moment,” read an internal communication at CNBC accessed by exchange4media.

“She will continue to do her special shows and come in to do links/interviews etc even on daily shows as necessary and appropriate. But from Aug 1, she will not be anchoring Bazaar as a regular feature or fixing the show etc,” the read the communication.

Sonal Bhutra will take over from Venkatesh.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

OMD India ropes in Udhayakumar Pasupathi to lead Chennai office

Pasupathi has spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore...

e4m by exchange4media Staff
Published: Jul 26, 2021 6:27 PM  | 2 min read
OMD India

OMD India has onboarded Udhayakumar Pasupathi as new Lead at the company’s Chennai office, reporting to Sulina Menon, Chief Client Officer, OMD India.

“Udhaya is an MBA graduate in marketing and joins with 12 years of diverse and prolific industry experience. He spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore. Udhay has also worked with Lodestar UM, and has worn multiple hats as a planner, team lead, strategist, and media consultant. His roles have pivoted around providing integrated strategic solutions to brands, including marquee names such as Max Fashion, Lifestyle, Home Centre and Eenadu, among many others,” the agency said.

Commenting on the new appointment, Sulina Menon said, “We’re extremely pleased to have someone like Udhaya, with his experience and expertise, join our Chennai team, and are confident that we will benefit greatly from the insights he brings to the table. I’m especially excited about the growth journey ahead and look forward to collectively pursuing a host of new opportunities.”

Priti Murthy, CEO OMD India welcomed Udhaya Pasupathi on board saying, “All of us at OMD are eagerly looking forward to Udhaya’s fresh new perspectives combined with the rich repertoire of industry knowledge he’s gathered over the years. There are some exciting growth avenues ahead, and we can’t wait to unlock them together.”

Speaking about this new step in his career, Udhaya Pasupathi reflected, “It’s been over a decade of experience, learnings and leadership in the realm of media strategy & planning, and surely there’s no better place to mark 12 years than OMD. With its vast global network and its growth-driven environment, I’m delighted to be in a space where together we quite literally make better decisions, faster!”

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

OMD India ropes in Udhayakumar Pasupathi to lead Chennai office

Pasupathi has spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore

e4m by exchange4media Staff
Published: Jul 26, 2021 6:27 PM  | 2 min read
OMD India

OMD India has onboarded Udhayakumar Pasupathi as new Lead at the company’s Chennai office, reporting to Sulina Menon, Chief Client Officer, OMD India.

“Udhaya is an MBA graduate in marketing and joins with 12 years of diverse and prolific industry experience. He spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore. Udhay has also worked with Lodestar UM, and has worn multiple hats as a planner, team lead, strategist, and media consultant. His roles have pivoted around providing integrated strategic solutions to brands, including marquee names such as Max Fashion, Lifestyle, Home Centre and Eenadu, among many others,” the agency said.

Commenting on the new appointment, Sulina Menon said, “We’re extremely pleased to have someone like Udhaya, with his experience and expertise, join our Chennai team, and are confident that we will benefit greatly from the insights he brings to the table. I’m especially excited about the growth journey ahead and look forward to collectively pursuing a host of new opportunities.”

Priti Murthy, CEO OMD India welcomed Udhaya Pasupathi on board saying, “All of us at OMD are eagerly looking forward to Udhaya’s fresh new perspectives combined with the rich repertoire of industry knowledge he’s gathered over the years. There are some exciting growth avenues ahead, and we can’t wait to unlock them together.”

Speaking about this new step in his career, Udhaya Pasupathi reflected, “It’s been over a decade of experience, learnings and leadership in the realm of media strategy & planning, and surely there’s no better place to mark 12 years than OMD. With its vast global network and its growth-driven environment, I’m delighted to be in a space where together we quite literally make better decisions, faster!”

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

OMD India ropes in Udhayakumar Pasupathi to lead Chennai office

Pasupathi has spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore

e4m by exchange4media Staff
Published: Oct 8, 2021 6:23 PM  | 2 min read
OMD India

OMD India has onboarded Udhayakumar Pasupathi as new Lead at the company’s Chennai office, reporting to Sulina Menon, Chief Client Officer, OMD India.

“Udhaya is an MBA graduate in marketing and joins with 12 years of diverse and prolific industry experience. He spent the last 9 years at Mindshare where his most recent role was that of cluster lead in Bangalore. Udhay has also worked with Lodestar UM, and has worn multiple hats as a planner, team lead, strategist, and media consultant. His roles have pivoted around providing integrated strategic solutions to brands, including marquee names such as Max Fashion, Lifestyle, Home Centre and Eenadu, among many others,” the agency said.

Commenting on the new appointment, Sulina Menon said, “We’re extremely pleased to have someone like Udhaya, with his experience and expertise, join our Chennai team, and are confident that we will benefit greatly from the insights he brings to the table. I’m especially excited about the growth journey ahead and look forward to collectively pursuing a host of new opportunities.”

Priti Murthy, CEO OMD India welcomed Udhaya Pasupathi on board saying, “All of us at OMD are eagerly looking forward to Udhaya’s fresh new perspectives combined with the rich repertoire of industry knowledge he’s gathered over the years. There are some exciting growth avenues ahead, and we can’t wait to unlock them together.”

Speaking about this new step in his career, Udhaya Pasupathi reflected, “It’s been over a decade of experience, learnings and leadership in the realm of media strategy & planning, and surely there’s no better place to mark 12 years than OMD. With its vast global network and its growth-driven environment, I’m delighted to be in a space where together we quite literally make better decisions, faster!”

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp