The rapid evolution of India’s food and beverage industry has resulted in innovative, experience-led solutions being implemented by brands. With the pandemic, health has taken precedence, and it has become requisite for brands to focus on consumer insights demanding an increase in prioritizing their choices at home and when dining out.
Premium Spring Water brand, Vedica, has roped in the health-conscious and suave Dino Morea as its Brand Ambassador as it announces the launch of its new Glass Bottle through a magnificent ad film. The campaign exudes the brand’s opulence, authenticity, and legacy, which rightly resonates with Dino’s personality. The key objective is to provide an extravagant experience and be the principal water brand of choice for a discerning and epicurean audience in India’s premier fine dining restaurants and luxury hotel chains.
Sourced from the foothills of Mount Kailash, Vedica is pure Himalayan Spring Water born out of a precious aquifer after meandering through nature’s most venerable secrets for aeons. Vedica’s pristine and pure experience is now enshrined in a luxurious Glass Bottle and sealed with gold. With the right balance of minerals, alkalinity and therapeutic properties, it acts as a calming agent amidst the daily chaos of urban life.
When asked why consumers prefer Vedica, Jayanti Chauhan, Vice-Chairperson, Bisleri International, listed many benefits of Vedica, “Vedica Glass Bottles offer a sumptuous and premium hydration experience with the elements of sheer beauty that spark a life #FullOfAltitude. Vedica is blessed with minerals that lend the water a distinct and sweet flavour, without an aftertaste. Its underground geological origin and natural silica fortification make it free from any microbial activity, and its high pH range of 7.3-7.9 makes it a natural antacid that helps remove toxins. To add on, its low sodium content makes it perfect for those with high blood pressure and heart ailments.”
Talking about why hotels and restaurants should consider Vedica for premium events and celebrations, Miss Chauhan said, “Our audiences have an eye for detail when it comes to organising intimate events and celebrations. People expect high-end offerings and luxurious dining experiences at such gatherings. Vedica’s Glass Bottle makes for a beautiful centrepiece at such gatherings, giving the event that extra glorification that nobody has yet. From its beautiful shape to the intricate mountainscape etched on the neck of the bottle, holding it transports you into a world of luxury and a feel of the mighty Himalayas. This bottle is a piece of art made to do justice to the pure water it holds and the consumer it caters to.”
When asked about the marketing strategy, Zafar Rais, CEO of their creative agency, MindShift Interactive said, “Through an omnichannel outreach, we wanted to create a fresh approach towards highlighting Vedica as a premium brand for consumers and the hospitality industry. The aim was to bring the brand ideology to the fore and position the bottle as a perfect combination of health-conscious benefit and an elevation to the lifestyle of our consumers. A holistic ad film, outdoor activations, print and social media content marketing and digital influencers were planned towards driving maximum impact.”
