The document outlines a digital strategic communication plan for launching Himalayan packaged drinking water. It discusses the growing demand for bottled water in India and analyzes Himalayan's strengths, weaknesses, opportunities, and threats. The plan proposes creating social media pages and a game app to promote the new eco-friendly paper bottle packaging and raise awareness about plastic waste before launch. It then suggests endorsements, reviews, and consumer activations after launch to establish the brand and increase sales.

1. Digital Launch Of A Water Brand
Digital Strategic Communication Plan For The
Launch Of Himalayan Packaged Drinking Water

2. Water. The fountain of all life…

3. Yet…Water can also be the cause of much misery…

4. Index
• OVERVIEW
• SITUATION ANALYSIS
• CURRENT BRAND POSITIONING
• SWOT ANALYSIS
• PRODUCT DISCRIPTION
• CLIENT BRIEF
• DIGITAL CAMPAIGN

6. DEMAND FOR BOTTLED
WATER IN INDIA
Year Mn Cases
2000-2001 33
2001-2002 44.5
2002-2003 55.6
2003-2004 68.15
2004-2005 82
2005-2006 97
2006-2007 112.85
2007-2008 129.55
2008-2009 146.45
2009-2010 164.45
2014-2015 265

8. Himalayan Package Drinking Water
• Untouched, Unprocessed, Crafted by
Nature
• Gives the wellness of vital organic
minerals.
• Bottled at source, with a plant at the
foothills of the Himalayas
• The purity of Himalayan natural
mineral water gives it a unique taste!
• The only natural mineral water brand
to enjoy accreditations from
renowned institutes across the world
including Institut De Fresinius, US
FDA and the Health Ministries of
Japan & France.

10. SWOT -Cost of production would be
high initially
-Initial brand building would
take a lot of capital
-Products claiming to offer
the same services already
existent in the market
- Innovative Packaging
- First mover’s
advantage
-Eco Friendly
-Thought leadership
opportunity
-Pioneers in paper
bottle packaging
-The FDA becoming
more vigilant, all
steps have to be
taken to avoid an
alteration with them
-Competitors
launching products
on the same lines, at
cheaper cost
-To create a brand
name, since its going
to be the first in the
market to provide
the said service, it
can become synonym
to green packaging.
Like Bisleri

11. Product Description
• Himalayan Eco is an attempt to address 265 million plastic bottles that are thrown
away daily in India (of which 86% become garbage)
• The paper vessel is made from 100% renewable food-safe resources, fully
recyclable and versatile in a number of potential liquid categories.
• Priced at Rs 100 a litre

12. Brief

13. Digital Campaign

14. Objectives and Tools
• Tata + Innovation + Consumer will + Concern for environment
= Himalayan Eco
• Create consumer interest in the Himalayan Eco package
drinking water
• Increase Online Visibility for the brand - Himalayan and
Himalayan Eco
• Promote the new bottle packaging technology on digital
platform
• Establish the brand and the product in Local Search
• Establish Himalayan Eco in Social Media pages | online
collaterals
• Online Reputation Management
• Become a Resource / Authority on innovative technique to
reduce plastic bottle waste
• Increase Sales

15. Objectives

17. DIGITAL PLANNING

18. Pre Launch
Create digital collaterals
What is the problem and
its adverse effect…
•I AM CONCERNED – Social
Networking platforms
Possible solutions to fix
the problem
•Panel discussion - Webcast
Launch
Introduce the solution
Tata Global Beverages
Launches new product –
HIMALAYAN ECO
Game App development
Search Engine Optimization –
SEO
Post Launch
Here to stay… Consumer
acceptability
Endorse the product
•Product review
Update the audience
•Associations
•Consumer Activations

19. PRE LAUNCH

20. What is the problem
and
Its adverse effect…
Optimizing Social Networking Platforms

21. CREATING DIGITAL COLLATERALS
Creating Himalayan Eco brand pages | profiles |accounts on social networking
platforms like Youtube, Facebook , Twitter, Instagram, Snapchat
Although Suitable pages| accounts | Profile will be created to block the brand name
In pre launch phase Himalayan Eco team will communicate only through
‘I AM CONCERNED ‘social cause page
Properties across social network – Himalayan Eco …a step towards brighter future; I
AM CONCERNED
HASHTAGS – #himalayanEco, #PlasticWaste, #SavetheEarth, #NoToPlastic,
#CityGoesEco
Highlight the problem….

22. I AM CONCERNED
Strategies for Twitter
Tie-up with top 10 influencers to spread
awareness about the growing problems of
bottled plastic waste in India and its
adverse effect on eco systems
• Influencers suggestion – Deepika Padukone,
Milind Soman, Gul Panag, Narendra Modi,
Amish Tripathi, mindyourfootprint.org
• Influencers will be tagging, tweeting, re-
tweeting and sharing post from I AM
CONCERNED page
• Re-tweeting anything on bottle plastic
waste
• Cross linking post, photoes and video
from other social networking platforms
Strategies for Facebook
Create a social cause page, highlighting the
problem of growing bottled plastic waste in
India and its adverse effect on human and
animal kingdom
•Promoting #PlasticWaste, #SavetheEarth,
#NoToPlastic, #CityGoesEco
•Promoting creative content, video, photos
and Trivia related to bottled plastic waste in
India
•Encourage consumers to participate in
‘SHARE YOUR VIEWS’ post
•Cross linking post, photoes and video from
other social networking platforms

23. I AM CONCERNED
Strategy for YouTube
• Curating content for Viral Video
– Increase in plastic waste across various cities in
India
– Water is the most essential to live, but the
growing plastic waste poisonous to animals and
humans
• Tie up with youtube artists and influential
bloggers to create an anthem for the
cause
– ‘I AM CONCERNED’ – top 50 Socialist/
environmentalist and influencers talking about
bottled plastic waste menace in India
Strategy for Instagram
• Consumer engagement contest
– best pic on city's plastic litter. #SavetheEarth
#NoToPlastic #CityGoesEco
• Tie up with top influencer on Instagram to
post images of environmental causes
closest to there heart - #IAmConcerned

24. Possible Solutions to
‘SOLVE’
the problem
Digital PR and Webcast

25. ‘I AM CONCERNED’
Ted talk + Webcast
TEDTALK |TEDX
Mr Amit Raina, CEO Himalayan
ECO talks about the growing
plastic bottle waste in World
WEBCAST INVITE OUTLINE
Industry leader, Influencer, policies
makers debate on
How To Reduce Plastic
Waste
PANELIST
Deepika Padukone, Milind
Soman, Gul Panag, Narendra
Modi, Amish Tripathi,
mindyourfootprint.org

26. DIGITAL PR
Online press release | Authored article
Topic
Leader discuss about innovation in reducing plastic usage in bottled water
Concerned over plastic waste created by bottled water sector
Say no to plastic
Bottled water manufactures in trouble as plastic bottle waste rise
continuously

28. Besides the formal Press Conference
announcing the launch of the Product. We
Suggest to unravel a mobile app game
‘ECO’
OUTLINE OF THE GAME
1.Players will have to collect maximum plastic
in their city
2.Every 1000 plastic bottle collected by the
player will be turn to INR 1
3.Player can redeem INR 100 to buy a bottle
of Himalayan Eco online
4.Referrals will give players INR 10

29. Optimize SEO
Invest in goggle doodles on the
day of the launch of
Himalayan ECO

30. Himalayan ECO Presents
WORLD PLASTIC BOTTLE DAY
Objective –
1.Create awareness regards increasing plastic
bottle waste
2.Motivates ‘call to action’ from target
audience
3.World record for maximum cleanliness
drives across cities in Indian
4.Promote the use of eco friendly package
drinking water
5.Exhibition / workshop and tutorials for
innovative usage of plastic bottle waste

32. Endorse The Product
Product Review
• Product reviews by social media blogs
• Influencers share their opinions through post
on social networking platforms
• Online Demo of the product and its USP by
Youtubbers
• Interactive content curation to engage
audience and sustain conversation on all
product social networking properties
• Snapchat - Create a snapchat story of World
Plastic Bottle Day which could be
broadcasted across the world for people to
see and partake in the initiative According
to the 2015 survey, there are 100 million
active Snapchat users across the world.
• Youtube consumer engagement video on
How did you open your ECO bottle today
• Photo contest on Instagram
– Click selfie with ECO and earn 50 plastic
bottles in the app game

33. Update The Audience
Associations
1. Co-sponsor Music events as official
provides of package water for the
event
1. Sunburn
2. Supersonic
3. Tomorrow land
1. Co-sponsor top three college
festivals in India
1. Malhar
2. Mood Indigo
3. Umang
OPTIMISATION OF CONTENT ON
SOCIAL NETWORKING
PLATFORMs

34. Update The Audience
Consumer Activations
1. Free sampling of bottles at events,
concerts, marathons, sports meet
(school level & college level). Content
generated to be shared on Snapchat
and youtube
2. Tie up with schools and colleges
conducting workshops and tutorials
on plastic bottle waste management
3. Tie up with Artist and Art galleries to
create awareness and creative
content for social media platforms
4. Digital PR stories on plastic waste
management
School and college
Workshops on plastic
bottle waste
management
Himalayan Eco
organizes the plastic
waste management art
exhibition

35. QUESTIONS PLEASE ??

36. THANK YOU