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Tag: Anjana Ghosh

  • Bisleri’s Anjana Ghosh steps down as international director – marketing & business development

    Bisleri’s Anjana Ghosh steps down as international director – marketing & business development

    Mumbai: After a 16-year long stint with the bottled water brand Bisleri International as director – marketing & business development, Anjana Ghosh has decided to move on. Ghosh was with Bisleri for approximately 16 years, having joined the company in 2006. She is currently taking a break even as her next move is yet to be disclosed.

    Sharing the development on LinkedIn, Ghosh posted: “Routine can make one complacent, we hide our true self, the spark dwindles, our outputs are more mechanical and that can drain you. I want to make an attempt to step out of my comfort zone, challenge myself to begin fresh towards brand building and marketing for another brand and transform its growth journey.  

    After spending 16 years in Bisleri I am looking out for the next Challenge.”

    “In my association I saw the brand rise to become brand number one, build huge consumer connects with clutter breaking campaigns, saw the company grow leaps and bounds, the experience of which I shall cherish for the rest of my life. Undoubtedly, I carry loads of memories of good times spent at Bisleri,” she further said, adding, “Time to challenge myself again!”

    Ghosh was primarily responsible for bringing innovation to the brand and was involved in a lot of pioneering projects including the brand makeover from blue to green and the latest foray into the e-commerce industry. She handled multiple roles in the organisation including strategy and planning for the brand. Ghosh also worked with the brand on a slew of sustainability and plastic recycling initiatives.

    ALSO READ | Bisleri’s Anjana Ghosh reveals why the beverage brand floated its own e-comm platform

    Ghosh joined the beverage company as deputy general manager, sales & marketing after 15 years in the steel industry. She grew into the roles of general manager and later, director, over the next three years.

  • The ‘Wonder Women’ in marketing

    The ‘Wonder Women’ in marketing

    Mumbai: Women across various corporate circles have always waded through the additional challenges life threw at them. Being professional leaders, mothers, homemakers, they played a pivotal role in achieving their all roles and responsibilities. These are the women who truly inspire millions of other women and have broken the glass ceiling.

    Like the popular character from American comic books published by DC Comics – ‘Wonder Woman,’ their role was no less when it came to ensuring the organisations sail through the difficult times while keeping their workforce motivated.

    The real-life powerhouse women leaders are very similar to a modern-day ‘Wonder Women’, and their inspiring stories instil a sense of empowerment and self-belief that one can take on the world.

    DBS Bank India executive director and head-group strategic marketing and communications Shoma Narayanan says her ‘Wonder Woman’ moment was when Harlequin’s first book was released globally. “I was more excited than I can say. But I feel my mother has been my number one ‘Wonder Woman’. Growing up, I have always admired how she balanced her work as a teacher, with responsibilities at home and her passion for music,” says Narayanan, who has carved a niche for herself in the industry with her exceptional work.

    Bisleri International director-marketing and business development Anjana Ghosh is another such multi-faceted women leader who has made a mark for herself through her work. Reminiscing about her journey, Ghosh says, “I remember the moment when I first walked into a crowd of workers who were raising slogans against the management. It was the first time I ever addressed a gathering. The workers heard me out of respect for a woman and believed that I could address their problem. They eventually called off the strike, but that moment gave me a sense of power as a woman.”

    Ghosh’s inspiration comes from several women who have struggled against odds to rise to fulfil their dreams. “I especially admire women who achieved a status in life against all odds. Indian gymnasts Dipa Karmarkar and Avani Sabade are a few among many who inspire me,” she adds.

    However, the achievements were not easy to come by for either of them and like all women, they persisted. But if they were ever given an opportunity to bring a change like a ‘Wonder Woman’, they wouldn’t hesitate to ensure the path gets easier for others. “That would be the day! I would remove the many barriers, both actual and self-imposed, that women face,” says Narayanan.

    However, Ghosh adds one more wish to the list. “If I were a ‘Wonder Woman,’ I would ensure that our country becomes ‘Swachh Bharat’ in the true sense,” she says.

    The Indian television premiere of “Wonder Woman 1984” is set to take place on Movies Now, MNX, and MN+ on 31 October at 1 p.m. and 9 p.m.

  • Bisleri’s Anjana Ghosh reveals why the beverage brand floated its own e-comm platform

    Bisleri’s Anjana Ghosh reveals why the beverage brand floated its own e-comm platform

    MUMBAI: Last year when the pandemic-induced lockdown struck Indians, Bisleri launched the Bisleri@Doorstep initiative to fulfil the increasing demand for safe and pure mineral water. Soon after, it unveiled Shop.Bisleri.com an online platform where a consumer can easily access a range of Bisleri products and subscribe to get hassle-free uninterrupted supplies.

    Indiantelevision.com’s Anupama Sajeet spoke to Bisleri International director – marketing & business development Anjana Ghosh to know more about the bottled water conglomerate’s drive to go digital after decades of being recognised as an on-the-go retail product and what it hopes to accomplish through it. Ghosh also shared insights on the company’s long-term expansion plans and efforts to minimise the impact of plastic waste on the environment.

    Edited excerpts:

    On transitioning from an OOH retail product to launching online d2c website.

    We recognised that it was critical to understand operating issues at the ground level, sense changes in consumer behaviour, and refine our approach. As noted last year during the pandemic, there was a spike in home consumption, and we used five and ten litre jars which are easy to carry. The pandemic helped us penetrate new channels like chemists, milk booths, and grocery stores as these were the only stores allowed to be open. At that moment, consumers were constrained by restrictions and limited operating hours. 

    Now there is an increased affinity for online shopping, even for essential products. Consumers understand that it is a safer and more convenient way to shop. Last year was a valuable period for us to develop a deeper understanding of the challenges faced by consumers. This is how Bisleri@Doorstep was born.

    On Bisleri’s expansion plans in the country.

    We have a very well-distributed supply-chain model of being closer to market with over 150 plants and a robust, sustained production across India with over 4,500 active distributors.

    We are currently active across 40 top cities and have tied up with leading online delivery partners to scale up our servicing ability across the cities and ensure consumers have easy access to the full range of our products. In some cities, we tied up with a logistics partner to ensure our e-comm deliveries happen in 3 hours, reducing the time from 24 hours. In many cases, these partners helped us improve our service levels significantly. We are now expanding to tier-2 cities like Ahmedabad, Surat, Baroda, Coimbatore, Guwahati, Chandigarh, Ludhiana etc.

    We have developed a cost-effective hyperlocal model called the Mohalla Distribution model, leveraging synergies with trade partners. We are also transforming our route to market, factoring in all the learnings of the pandemic and the future challenges.

    On the customer response to Bisleri@Doorstep.

    We are proud to say that Bisleri is the first brand in the category to launch an e-commerce platform. Bisleri@Doorstep was launched to provide consumers access to our complete range of products and is turning out to be a big hit with the consumers. The digital campaign Ab Ghar Ayegi Bisleri was very well received as well on social media platforms. We advise people to stay in the safety of their homes while we deliver to them at the doorstep. So far, we have had 20 lakh users who visited the website, and our numbers are increasing at a steady rate.

    We are also moving towards marketing automation and have finalised a partner who will help us integrate consumer data from various touchpoints into one central data platform. We are gathering insights on consumer preferences and evaluating differentiated products in health & hygiene categories. This platform will create various consumer profiles and enable us to target consumers through personalised communication in the media of their preference.  

    We are witnessing almost 2.5 times more traction since the beginning of the new fiscal with our consumer engagement initiatives.

    On dealing with ‘Say No to Plastic’ as a brand & the Bottles for Change initiative.

    Treating plastic as waste is not the solution; if used and disposed responsibly, plastic is not harmful to the environment. Used plastic segregation that starts from home is a very basic but crucial part of the recycling process. There are many misconceptions among the masses as they fail to understand the proper ways of clean plastic segregation.

    Bottles for Change: Designed and implemented by Bisleri International, it aims to bring about a habit change in society by cleaning the plastic after its use, segregating and sending it for recycling. As a part of the program, we conduct plastic recycling awareness and collection drives in schools, colleges, corporate offices, malls, events, etc. This is done through a four-step process via which we provide effective tools to recycle plastic and provide a non-hazardous and hygienic work environment to our plastic agents.

    Bisleri has partnered with three NGOs in Mumbai – Parisar Bhagini Vikas Sangh, Sampurna Earth and Garbage Concern Welfare Society. The plastic collected by Bottles for Change is crushed into fine flakes, which are then used to create non-edible products such as furniture, cloth fabric, shoes, handbags, and many more. The motive of this model is to ‘Be the Change You Want to See’.

    Through our initiative we have reached out to more than five million people in the last four years and have helped in recycling more than 6,500 tonnes of used plastic. 

    On the new campaign Samajhdaar Bisleri Peete Hain.

    Our Samajhdaar Bisleri Peete Hai campaign was launched to reinforce consumers’ trust and raise awareness on the difference between the original Bisleri and all other bottled water which are called Bisleri in the market. Today’s consumer is aware, educated and diligent. However, when it comes to water, they don’t mind compromising and settling for unknown, unprocessed variants of mineral water. The campaign is an effort to initiate and provoke the consumer to be vigilant and choose a trusted mineral water brand, check the Quality parameters, the manufacturing process and not just settle for any bottled water.

    On the new launches in categories other than bottled water.

    Apart from packaged mineral water, we also have our range of fizzy fruit drinks. These were developed keeping in mind the evolving consumer preferences and are a healthier option with real fruit juices. We introduced three brands – Fonzo, Limonata & Spyci. We have a few more product launches lined up for the future. 

    On measures taken by Bisleri to ensure safety of its employees during this pandemic.

    We have made sure that the production and packaging remain completely contactless and have installed ozone tunnels to disinfect our employees in our facilities apart from additional safety protocols.

    We have also taken additional Covid insurance for our employees and housed staff closer to the plant to prevent exposure. We have put safety protocols in place for our delivery staff, like sanitizing vehicles and providing protective gear to them, in addition to other measures.

  • Bisleri says not every bottled water is Bisleri

    Bisleri says not every bottled water is Bisleri

    MUMBAI: Bisleri, India’s most trusted and No.1 bottled water brand, is back with a new campaign. Known all over India, as the brand that pioneered the concept of bottled mineral water in 1969, Bisleri has been a symbol of purity for the past 50 years, winning the trust of millions of consumers–to such an extent that it has become synonymous with the category.

    While that has been a mark of success for Bisleri, increasingly, it has also posed a challenge. Often consumers ask for Bisleri but settle for any bottle of water handed to them by the retailer. Through this new campaign, Bisleri wants to reinstate the trust of the consumers and seal the preference for the brand.

    Bisleri’s latest campaign, ‘Har Paani Ki Bottle Bisleri Nahin’ addresses this issue in a unique and creative manner and conveys the message to the consumer that not every bottled water is Bisleri.

    To drive home the message of ‘insist on Bisleri’, the creative agency, Soho Square, Mumbai, put a unique spin on it. They chose brand ambassadors who only choose Bisleri despite the scarcity of water in their habitat–camels. In a series of three entertaining ads featuring camels the creative team brought to life the story the brand has been wanting to share for years–not every bottle of packaged water is pure, and none of them, apart from the brand itself, is Bisleri.

    Slated to be a 360-degree integrated campaign, the first phase of the campaign will rely heavily on television and digital platforms. Through this campaign, Bisleri aims to engage not just with the masses, but with the younger consumer as well.

    Bisleri International director of marketing and business development Anjana Ghosh says, “Consumers feel that any water which is bottled is safe which is really not the case in reality. And hence, while they may ask for Bisleri, they settle for any brand that the retailer hands over to them. Every Bottled Water is not Bisleri and that there is nothing as good as Bisleri is the message that we would like our consumers to know. The task for us is to build preference and insistence for the brand. ‘The campaign stems from a very strong consumer insight and has all the right ingredients to help us achieve our objective.”

    Soho Square ECD and creative head at Mumbai Anuraag Khandelwal adds, “This campaign has been extraordinary in every sense. From our choice of brand ambassadors to shooting with them in May in Rajasthan, it has been an unprecedented experience, both in terms of challenge and opportunity. Judging by the final product, we believe that now, India will insist on Bisleri!”

  • Hero ISL an ideal platform to educate the youth about hydration: Bisleri’s Anjana Ghosh

    Hero ISL an ideal platform to educate the youth about hydration: Bisleri’s Anjana Ghosh

    MUMBAI: With the Hero Indian Super League (Hero ISL) is set to kick off on 29 September 2018, a national campaign titled #FanBannaPadega has been rolled out by the organisers to drum up enthusiasm ahead of the fifth edition. The essence of the campaign puts football fans at the heart of the experience and their role in helping Indian football grow.
    Season five of the league will be broadcast in six different languages – English, Hindi, Tamil, Malayalam, Bengali and Kannada. On the digital, front the league will also be live streamed on Hotstar and Jio TV.
    Through the years, the Hero ISL has attracted a steady stream of advertises. This year, the league is being backed by Hero, DHL, Bisleri, Maruti Suzuki, Dream11, Zeven, Nivia and Imperial Blue.
    Bisleri international marketing director Anjana Ghosh said, “The younger generation decides what the trends are. Events such as Hero ISL have been able to capture this new found interest in football and made it more relatable by showcasing Indian talent along with foreign. Now, that younger generation is increasingly realizing the importance of active lifestyle, Bisleri would like to emphasize the importance of water for leading a healthy lifestyle.”
    Hydration as a subject is often neglected in India. Associating with Hero ISL gives Bisleri an ideal platform to connect with the youth, educate them about the importance of right hydration, hydrate the players on ground and in turn let the consumers know that they care for their health.
    “Hero ISL is a new platform for Indian footballers where they compete with International players, and, it is truly a delight to watch our national players do so well and gain recognition worldwide. A lot of young adults, the millennials, are coming forward and showing their support to this sport. So we believe this is the right platform for Bisleri. Here water matters and that works very well with our product”, she added.
    From marathons to cricket, Bisleri has always aligned itself with sporting events. The brand has made its presence felt on the ground, in both large scale and smaller local events as well.
    “We see a very natural fit with sports since the right kind of hydration is essential for an intense sport like football. Popularity of football is only set to rise and hence such associations will be fruitful in the long run”, she concluded.
    India is an emerging football-loving nation, with loyalties divided at marquee global leagues/championships, but Hero ISL gives them the opportunity to come together to celebrate India’s footballing revolution. Thus, the campaign for season five is a call out to all football fans at large to come together for Indian football – #FanBannaPadega.

  • Bisleri launches new ad for Bisleri Fonzo

    Bisleri launches new ad for Bisleri Fonzo

    MUMBAI: Bisleri International recently announced the launch of its new brand Bisleri Fonzo, a mango aerated drink. The launch is supported by an integrated marketing campaign #MMMbhiAAHbhi which conveys the sensorial experience of the product – the delectable taste of the juice and the refreshment of the fizz.

    With the launch of this campaign, Bisleri Fonzo aims at alluring the younger audience who are looking for healthier options like fruit-based drinks.

    The premise of the campaign, conceptualised by FCB India, is set in a unique world where the traditional mango lovers and the contemporary lovers of fizzy drinks come together and form a nutty world of Bisleri Fonzo. The advertisement is a complete Bollywood style foot-tapping number helmed by one of the most versatile singers with blockbuster songs to his fame, Mika Singh.

    It will be a 360 degree media campaign to break the clutter in a season which will be flooded with brands vying to grab the share of throat. The campaign will have heavyweights on TV and digital which will not only give it a mass reach but will also engage with the younger consumer on the digital platform. To add a layer of impact, the advertisement will feature in IPL on TV and digital. Innovative outdoor and radio will aid recall in the minds of the consumer in specific markets.

    Fonzo priced at Rs 18, will be retailed across general trade, modern trade and e-commerce across the country.

    Bisleri International director of marketing and business development Anjana Ghosh says, “Bisleri Fonzo is a novel offering that aims at appealing the younger audience who are looking at a healthier alternative. Mango being the favourite fruit and flavour of most Indians, we see a growing market for the fizzy version of mango drink in India and we are confident that the launch campaign of Bisleri Fonzo, the #MMMbhiAAHbhi sensation will grab consumer interest and will entice them to try our new offering.”

    A spokesperson from FCB India, quotes, “We were excited at the prospect of working with such a unique taste and category. Here at FCB India, the entire team was living in the Fonzo world and the signature tune was buzzing in the agency. Our approach was to focus on the taste of Fonzo and make it the next big drink breaking all the typical norms of soft drink advertising.”

    Speaking about his experience, singer Mika Singh mentions, “I have been drinking Bisleri for more than 20 years and Bisleri was the first mineral water I started drinking so it is a proud moment for me to be associated with the brand. Shooting for Bisleri Fonzo was a unique experience and I loved working on this project. This ad film is so close to my kind of music and life. I hope everyone enjoys the film and the product as much as I did.”