Coca-Cola new Vishwas Karo ad campaign for Kinley launched

Soft drink major Coca-Cola has launched a new marketing initiative for its packaged drinking water brand, Kinley.The previous marketing campaign for Kinley sported the tag line “Boond-Boond Mein Vishwas” (trust in every drop). This time around the tag line, an extension of Kinley’s previous campaign, reads “Vishwas Karo.”

“The latest communication ‘Vishwas Karo’ brings forward Kinley’s belief that a little bit of trust can restore faith between people, within oneself and in the basic goodness of life at large,” Avinash Pant, director – Still Beverages, Coca-Cola India said.

“We are looking forward to greater heights in the Kinley Journey,” he further added.

The TV commercial will focus on situations where individuals have to choose between trust and mistrust.

Ajay Gehlot,Creative Head, Ogilvy &Mather, Delhi, has been quoted as saying, “For almost a decade now, Kinley has stood for trust in every drop (Boond-Boond Mein Vishwas). In fact, Kinley today can be synonymous with trust.”

“In this day and age, most of us have not only stopped trusting each other, but even our own instincts. The new communication from Kinley, thus urges people to rediscover trust in each other,” he added.

The marketing campaign is being handled by  Ogilvy & Mather.  Carolisa Monterio has lent her voice to the new jingle and the lyrics have been written by Amitabh Bhattacharya. The TV commercial has been directed by Vinyl Mathew.

Avinash Pant said that Coca-Cola aims to connect with the consumers through this campaign. Talking about the time of the launch, he said, “the category is relevant at all times of the year. Water is a basic necessity and there is demand for it throughout the year.”

Other marketing activities in the Kinley campaign would include out-of-home media and a range of on-ground activities.

The new Coca-Cola Kinley ad campaign will not feature any brand ambassadors.

Kinley, currrently, has a 10.3 per cent market share in the packaged water industry worth Rs 2200 crore. The company also plans to expand its portfolio with products like flavored packaged water but these plans are still in the pipeline.