Honesty is the best policy, asserts Kinley

22 Oct,2014

By A Correspondent


Kinley, one of the country’s most trusted packaged drinking water brands, has rolled out its new communication campaign Boond Boond Mein Sachchai. Centred on the theme of honesty and highlighting the importance of trust and transparency in relationships, the campaign reiterates the adage ‘Honesty is the best policy’.


Over the years, Kinley has stood for purity, a trait that has led the brand to become a trusted household name in India. Launched on the heels of Kinley packaging getting a new visual identity in India, the campaign aims to take forward the legacy of purity & honesty. The campaign, by focusing on a few usual everyday events, aims to awaken the realization that you can truly be at peace by being honest.


Talking about the new campaign, Wasim Basir, Director – Integrated Marketing Communications, Coca-Cola India, said, “Water as a category stands on a key pillar of Trust. Kinley has epitomized this through its legacy in India. Moving forward, we wanted to take the conversation around purity to the next level – which is truth – which is what led us to the communication idea of Boond boond mein sacchai.”


He further added, “When we looked inside our society, we found that people did have a tendency to lie a little to avoid an unpleasant situation in everyday life, this gave us a great meeting point of our intent and consumers life-Kitna chain hota hai na sachchai main, Kinley: Boond boond mein sachchai.”


The TVC is created by team O&M led by Ajay Gahlaut with guidance from Piyush Pandey, and directed by Vivek Kakkad of Curious Films.


In-addition to mass media advertising, the integrated communication program will be extensively leveraged through social media and radio.


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