Jul 25, 2008

Business - Kinley's packaging revamp

Kinley, the bottled-water brand by Coca Cola, has undergone a significant revamp. Apart from new packaging, a new piece of integrated communication, sporting the new packaging and tagline, 'Boond Boond Mein Vishwas', has also been rolled out. This is the first concerted effort for the brand in the past three years.The bottle now comes in a new 'easy to hold' shape; and the label has changed from the previous blue to a transparent one.Kinley was launched by Coca-Cola India in the end of 2000. In the eight years of existence, this is the first time that the brand has reconsidered its packaging. Says Avinash Pant, director, marketing, still beverages, “It's not only about a new look, it’s more about the functionality. The transparent label conveys what the brand stands for.”
Talking about Kinley’s communication over time, Pant reveals that apart from talking about purity, the communication has also managed to connect with the audience in an Indian manner. The importance of water in life has been talked about too.The 'Boond Boond Mein Vishwas' concept has been with Kinley for five years now. In the first three years of the brand, the communication was more about safety and how a packaged-drinking-water brand needs to be trustworthy enough for the consumer to accept it. The communication evolved with time and with 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 the brand, says, “The creative depicts that those whom we really know and trust have nothing to hide. This feature of trust and purity is equated to the quality of Kinley packaged drinking water.”Upputuru revelas that the brand had a successful campaign some years back (Koi Rang Nahi, Koi Aakaar Nahi) and Coca Cola was looking at refreshing the premise of the communication.
The film is in the form of a travelogue, where a young boy keeps the faith by going through a long journey to meet his grandmother. The film opens on the boy, who is en route to his ancestral home. The background score says, 'Mann Kaanch jaisa, Aar Paar Aisa, Aasman Sa Khula Saaf Dil Hai Tera'. Somewhere along the journey, he is looking for drinking water, and is skeptical about finding pure water. A shopkeeper, on sensing his dilemma, calls him and gives him the new bottle of Kinley. The boy, on seeing the trusted quality seal on the bottle, is happy that he has found his trusted Kinley. All along the journey – on the bus, at a roadside dhaba, he uses Kinley to quench his thirst. At his grandmother’s home, he is welcomed with lot of love and affection. His grandmother asks him to wash his hands (a symbol of purification) with Kinley. The film closes on the shot of the old lady and the grandson catching up with each other, with the super — 'Boond Boond Mein Vishwas'.The lyrics for the film’s background score have been penned by Upputuru. From the creative side at O&M, Suman Adhikari and Preeti Kaul Chaudhary have worked as part of Upputuru's team. The film has been shot by Shashanka Chaturvedi of Good Morning Films, on the Mumbai-Pune highway. Apart from television, outdoor and on-truck advertising would be used as part of the communication.In the Rs 1,250-crore packaged-drinking-water market, as estimated by industry experts, Rs 1,000 crore accounts for branded packaged drinking water. Bisleri, the market leader, holds 21-22 per cent share of the market. Kinley has around 19.5 per cent, and Aquafina accounts for 18 per cent. Average advertising and marketing spends for the category is around Rs 50-60 crore. The market is growing at 25-30 per cent every year.

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