Bisleri is a household name in India with regard to bottled water products. Unfortunately, this advantage began to affect the brand negatively. 'Bisleri', in the minds of consumers has slowly become a generic term for bottled water. So a consumer walks up to a shopkeeper, asks for a Bisleri (not necessarily the brand, but just bottled water) and walks away content with a product other than Bisleri.
To reinforce Bisleri as a brand of bottled water.
70% of bottled water is manufactured locally and contains impurities that can be harmful to health.
Inform consumers about the harmful 70% of the products and create a distinction in the minds of the consumers that Bisleri is pure mountain water, thereby reinforcing the message that Bisleri is a brand of bottled water.