Black

Panther

Akriti Shah
Nirmayee Dixit
Viditi Jajodia
Objectives
• What strategies can be adopted by Bisleri to evoke consumer
awareness and instill the social responsibility among the citizens of
India towards plastic bottles disposal?

• Design a business model where rag-pickers can be motivated to take

up PET recycling. How can packaged drinks manufacturer help them
increase their revenue?
What does my prospect already know?
• According to breakthrough Advertising, there are five levels of
awareness a consumer can posses.
• Most Aware
• Product Aware
• Solutions Aware
• Problem Aware
• Unaware

• From our research and other literature, we have come to the

conclusion where the consumer is aware but not entirely clear on the
specifics and while they care, it’s a distant issue to them.

Breakthrough Advertising, Eugene Schwartz

Increasing the awareness level
• Aim: generate interest and stimulate desire action to
contribute to this cause.
• This can be done only when consumers will have a complete
knowledge about what the problem is and by showing them
a way about how it can be solved.
• The power of Omni-channel Marketing
Ground Activations
• Nukkad Natak with Rag-picker
kids on World Water Day
• Mall Kiosks
• See it to believe it
• Cleanliness drives across
Slums(make short films and
upload it on YouTube)
Digital Media
Campaign
It’s a BISLERI world
• Campaign Message: To
communicate it across to the
citizens that the problem of not
recycling PET bottles exists.
• Target: Youth
• Loyalty program: Bring back the
Bottle Initiative
What do rag-pickers need?
• Organized employment. A semi-legal, if not legal,
relationship with recyclable traders.
• Health benefits: Waste-pickers suffer from occupation
related musculo-skeletal problems, respiratory and gastro-
intestinal ailments.
• Protection from Police and the municipal authorities.
• Lack of Social Security
Revenue Model
How do we meet their needs?
• Tie-ups with KKPKP, SEWA and similar unions.
• Create extensive databases
• Provide Gear to rag-pickers
• Add one Rupee to MRP of products that use recycled PET for
welfare of rag-pickers
• Tie-ups with CSR of heavy plastic usage industries
• Provide clean water at subsidized rates
Thank
You