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.

The Brief

There was no spend on media buying or mass media. The budget for producing the water bottles and executing the activation across India was well within 300,000USD.

Creative Execution

The Livpure Limited Edition set of Bottles was released on 15th January, 2018, in response to chilling news reports about the dire situation of India’s major rivers. Rally for Rivers was already and on-going campaign with large-scale reach on Television, Outdoor, etc. While the campaign had created a lot of buzz around and awareness of the problem, there was a lack of clarity of the exact the situation of the rivers and therefore a lack of action. That’s where the bottles came in. The bottles were given away at malls and prominent city squares in 6 cities, as well as sent as direct mail to India’s urban affluent citizens.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Rivers are India’s lifelines. And today, they are drying up. It is estimated that in 15 years, we will have only half the water we need for survival. In light of this dire situation, Livpure water purifiers partnered the on-going Rally for Rivers movement and activated its message in the form of 6 limited edition water bottles – each standing for one of India’s 6 major rivers. The bottles contained water representative of the actual level of depletion of the rivers and thus allowed consumers to experience the problem in a real, tangible way. Finally, prompting them to take action.

Livpure, one of India’s largest water purifier brands, decided to partner Rally for Rivers, on on-going campaign to save India’s rivers. The struggle was that, for most people, the depletion of rivers is a far away problem and with rivers being out of our everyday sight, its immediacy doesn’t hit home. For any movement, you need a real symbol, something that a consumer can see, touch, share and engage with. That’s what the bottles did for Rally for Rivers. We sought to target affluent urban Indians, who could contribute the most.