Promotion can be defined as the advancement of a product idea, or
point of view through publicity and/or advertising. It plays a very
important role in boosting up a product image and creating demand for it in the
market. Kinley’s initial television commercial was built on the trust &
safety platform. It depicted doctor’s endorsement which forced CCI to pull out
the commercial off air after the notification by The Health Ministry of India
that made doctor’s endorsement illegal.
The new and slickly presented set of four television commercials was
built on the platform of trust - Boond boond mein vishwas and was aired on
national television. The communication strategy was a montage of a slice of
Indian life and emotions depicted by the boy scouts, the football match and the
family celebrating Holi. The ads took the communication to a different
emotional level by depicting trust in the context of the largeness of water. The
Commercial is in the form of a travelogue, where a young boy keeps the faith by
going through a long journey to meet his grandmother. The film opens on the
boy, who is en route to his ancestral home. The background score says, 'Mann
Kaanch jaisa, Aar Paar Aisa, Aasman Sa Khula Saaf Dil Hai Tera'. Somewhere
along the journey, he is looking for drinking water, and is skeptical about
finding pure water. A shopkeeper, on sensing his dilemma, calls him and gives
him the new bottle of Kinley. The boy, on seeing the trusted quality seal on
the bottle, is happy that he has found his trusted Kinley. All along the journey
– on the bus, at a roadside dhaba, he uses Kinley to quench his thirst. At his
grandmother’s home, he is welcomed with lot of love and affection. His
grandmother asks him to wash his hands (a symbol of purification) with Kinley.
The commercial closes on the shot of the old lady and the grandson catching up with
each other, with the super — 'Boond Boond Mein Vishwas'. As part of its new
re-branding campaign, Coca-Cola has changed the packaging design on Kinley
water bottle which would be available in 500 ml and 1 litre packages and 20 and
25 litre bulk jars in the price range of Rs 8 to Rs 75. The bottle now comes in
a new 'easy to hold' shape; and the label has changed from the previous blue to
a transparent one. Apart from television, outdoor and on-truck advertising is
also being used as part of its communication strategy. Kinley has around 19.5
per cent market share followed by Aquafina (18 per cent), in t
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