Oxyrich, a bottled water brand we brought to life, wanted to create a lifestyle statement and connect with a younger India. The challenge also was to create brand pull and differentiate Oxyrich from other brands.
The water category doesn’t have high brand loyalty as customers want immediate gratification. They believe anything packed is generally pure and pick up brand available. The challenge was to create some brand pull and differentiate the bottle from other brands. To create a bottled water brand that inspires the youth people to be ‘more’ thirstier for success.
Taking the core proposition of the brand, ‘300% more oxygen’ we positioned Oxyrich alongside a new India that is thirsty to do more and achieve more. Taking a twist on ‘thirst’ we came up with an outdoor campaign that addresses ‘thirst’ as the desire to do something and be someone in life. It was unique since we were positioning ourselves as thirst quencher by encouraging people to be thirsty.
This campaign reaffirmed our association with the brand, which we had defined and nurtured for a decade.