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WHAT'S NEW
Kinley Unveils An All New ‘Vishwas Karo’ Communication Initiative For
NEWS RELEASES The Consumers
AWARDS
ISO Certification Takes the earlier core proposition of Trust - ‘Boond Boond Mein Vishwas’ to a higher platform

PRESIDENT'S PROFILE
Kinley since its launch in 2000 has grown to be the most trusted packaged water brand in the country; leading the retail
BRAND LOGOS water segment
TV COMMERCIALS New communication initiative, “Vishwas Karo” (Start trusting) takes the core idea of “Trust” to a next level by urging
PRESS CONTACTS
people to start trusting in their inherent goodness and letting go of their suspicion & disbelief.
Latest communication includes airing an engaging TV commercial, conceptualized by Ajay Gahlaut, Creative Head,
Ogilvy & Mather, Delhi and directed by Vinyl Mathew of Foot Candles
Amitabh Bhattacharya, renowned lyricist has contributed the lyrics to the emphatic jingle sung by Carolisa Monterio of
‘Rock On’ fame
In-addition to leveraging mass media, integrated communication plan also includes Out-of-Home media and a range of
on-the-ground initiatives

New Delhi 24th July, 2009: Coca-Cola India today announced the launch of the new integrated marketing communication
initiative “Vishwas Karo” (Start trusting) for its packaged drinking water Brand- Kinley. The latest communication takes
the core idea of ‘Trust’ to a next level by urging people to start trusting in their inherent goodness and let go of their
suspicion and disbelief. The communication emphasizes on the fact that decision to choose trust over doubt has the power
to transform our lives. The all new communication is an extension of Kinley’s earlier campaign “Boond-Boond Mein Vishwas”
(Trust in every drop) and is designed to Kinley is all set to have a broader conversation that touches life at large. In-addition
to leveraging mass media, integrated communication plan also includes Out-of-Home media and a range of on-the-ground
initiatives.

According to Avinash Pant, Director - Still Beverages, Coca-Cola India, “Kinley is among the most trusted packaged
water brands in the country today. Kinley has over the years established a strong consumer connect by communicating
the core benefit of trust through the ‘Boond Boond Mein Vishwas’ campaign. The latest communication ‘Vishwas Karo’
takes forward the same conversation of trust to a higher platform and touches life at large. It 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. We are
looking forward to greater heights in the Kinley Journey."

More about the latest communication- ‘Vishwas Karo’

The latest communication “Vishwas Karo” for Kinley has been designed to take the core benefit of ‘Trust’ offered by
Kinley since its inception to a higher platform. The campaign has been conceptualized by Ajay Gahlaut, Creative Head,
Ogilvy & Mather, Delhi and directed by Vinyl Mathew of Foot Candles. Carolisa Monterio of ‘Rock On’ fame has lent
her voice to the emphatic jingle. The powerful lyrics are contributed by, Amitabh Bhattacharya, renowned lyricist.

Commenting on the creative idea behind the campaign, Ajay Gahlaut, Creative Head, Ogilvy & Mather said, “There
comes a tipping point in a brand's life cycle that allows it to bear a larger mantle. Not every brand reaches that point as
few maintain the kind of consistency in vision and expression that makes them synonymous with the message they put
out. 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.”

Story Board of the ad

The latest communication ‘Vishwas Karo’ is a beautiful montage of slice of life situations The film is a montage of slice of life
situations where one is forced to choose between trust and mistrust, and where the decision to “trust a little” helps restores
self-belief and faith between people.

The same thought has been captured in the film which takes us through the clichéd situations of life. For e.g. at a hunger
strike demonstration where the very decision to trust resolves the fear and differences of people and brings them closer.
The emphatic jingle in the background 'Vishwas kar tere vishwas par, Karle ab hosla… shak se ghira kyo hai bhala”
aptly portrays Kinley’s belief that our willingness to trust can restore our faith in people and within oneself in the basic
goodness of life at large. The film ends showcasing an old man who manages to finish the marathon purely because in the
moment of doubt he chooses to trust himself, in line with the communication, ‘Kinley- Vishwas Karo”

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