The Campaign

RIVERS IN A BOTTLE Our solution was an innovative one: a range of 6 limited edition water bottles that stand for India’s 6 major rivers – the source of our drinking water. The bottles contained water representative of the actual level of depletion of the rivers. In addition, the bottle label itself explained the dire state of the river and exhorted consumers to pledge their support to refill India’s lifelines. We chose water bottles as a medium as they brought alive the situation in a tangible and simple manner.We sought to target affluent urban Indians, who could contribute the most.

Creative Execution

Our solution was an innovative one: a range of 6 limited edition water bottles that stand for India’s 6 major rivers – the source of our drinking water. The bottles contained water representative of the actual level of depletion of the rivers. In addition, the bottle label itself explained the dire state of the river and exhorted consumers to pledge their support to refill India’s lifelines. We chose water bottles as a medium as they brought alive the situation in a tangible and simple manner.

Indication of how successful the outcome was in the market

The initiative contributed to over 7.2million likes for the cause on social media, 7.5 million people supported the cause, 15.8 thousand twitter mentions and 6.4 million media impressions.