Gangster camels stage a heist in new campaign for bottled water brand Bisleri

A new campaign from India for Bisleri bottled water features talking camels going to great lengths to get a hold of their preferred brand.

Created by 82.5, an agency that is part of the Ogilvy network, the campaign is called ‘Har Paani Ki Bottle Bisleri Nahin’ [Every bottle of water is not a Bisleri].

In one of the films, a bunch of camel gangsters — incidentally, the leader of the troupe is voiced by Ogilvy’s worldwide creative chief Piyush Pandey — hijack a truck transporting Bisleri.

In the second film, a mother camel believes only the bottled water brand is safe enough for her child.

The first phase of the campaign launched in November, saw a couple of camels turn the tables on a storekeeper who tried to trick them.

Bisleri’s marketing and business development director Anjana Ghosh said: “After influencing the retailer and the on-the-go consumer, we are now targeting the in-home consumption market through our mother-baby film.

“The quality of drinking water is a huge concern for many homes and Bisleri with its range of pack sizes has been the solution.

“When we think of homes, we think of mothers – the protectors/gatekeepers of the family’s health. When it comes to the health of the family a mother always chooses the best and never compromises.

“We want to be the preferred choice of mothers and hence become the preferred choice of the Indian home. Our third film in the series is about a bunch of camels who have their priorities right even when they are stealing.”


Agency: 82.5 Communications (formerly known as Soho Square, an Ogilvy Group company)

Chairman and chief creative officer: Sumanto Chattopadhyay

Creative head (Mumbai) and executive creative director: Anuraag Khandelwal

CEO: VS Srikanth

President (West): Samrat Bedi

Creative team: Anuraag Khandelwal, Ankur Jain, Sanjay Ujawane, Vikrant Markal, Tiyasha Ray, Prashant Kandalkar, Pawan Pandey, Sneha Dhakan

Account management: Sachin Ramchandani, Selvam Somasundaram, Dipanwita Mundul

Planning: Neeraj Sharma, Shaista Madhani

Production house: Nirvana Films   

Director: Rajiv Rao


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