Pass me a bottle of mineral water, please? Which brand comes to your mind? 

It's always Bisleri for me, and the same holds true for thousands of other Indians.

As India’s #1 water brand, let's explore Bisleri’s Instagram marketing strategy and see how it connects with its audience on the platform.

*This analysis is from March 2023 to November 2023

Here’s a TL;DR:

Key Profile Features

The overall theme is 'Stay Hydrated,' with 80% of their content focusing on hydration partnerships.

• Posting Frequency: While the brand has 39K+ followers, it lacks a defined posting schedule and strategy for audience engagement. Their Instagram account serves as a touchpoint to announce latest launches, important events and their initiatives.

• Unlike many brands, Bisleri has an organized highlights section with minimal icons.

Content Formats

• Reels

• Posters

• Brand Films 

• Product Shots

• Bisleri uses a lot of #hashtags. While hashtags don't determine engagement, the focus should be on searchable and keyword-friendly hashtags to get a place in the audience’s feed.

• They post product shots and reels consistently. Bisleri also introduces limited packaging for movies. Some of them include Jawan, Jailer, and Tiger 3.

Initiatives & Campaigns

Bisleri has actively shared initiatives related to being greener, pet adoption, recycling, and water harvesting.Popular Instagram campaigns include 'Carry your game,' 'Bisleri Greener Promise,' 'Cricket 2020,' '#AbBisleriApneAppAayega,' and…

Bisleri Rev Campaign

I found this as the most intriguing campaign which was accompanied by an extensive launch strategy for the new products.

• Bisleri revamped branding for the three new flavors, and diverged from their usual Persian Green color palette.

• They collaborated with Instagram influencers to raise awareness and get more people excited about the launch.

• They even created individual pages for each flavor but all of them reached a dead end after a few days.

Final thoughts

With emerging brands like Freepaani emphasizing sustainability and social causes, and more consumers preferring socially responsible brands, it's a good time for Bisleri to elevate its online presence.

Currently, no prominent Indian water bottle brand is active on Instagram, presenting a significant opportunity for Bisleri to build a solid community akin to brands like Liquid Death and Red Bull.

If I were to strategize for Bisleri, I would consider:

• Creating more topical content

• Building a more playful feed

• Holding fun challenges to engage customers

• Sharing behind the scenes to deepen the connection

• Starting conversation around sustainability and environmental consciousness

Thank you for reading. Comment your views and share so we can all learn together :)