Water works, and how!

In the beginning, there was Bisleri. Then came cousin Chauhan with Bailley, the other brand B water, and after that the deluge! Today we h...

In the beginning, there was Bisleri. Then came cousin Chauhan with Bailley, the other brand B water, and after that the deluge! Today we have water pouring out from every shape and size of bottle, bearing fancy names and even fancier descriptors. Generally, blue and white are favourite label colours, though some have broken the rule with pretty pink (the in the pink of health’ colour) helping them to stand out from the crowd.

All, yes, all promise “purity”, “safety”, “security”. Yet, it is only a few, very few, that can live up to these promises. Most that have been tested, failed: some years ago the local office of a foreign mission tested a number of brands and, at that time none, I fear none, came through the trial unscathed. Each one revealed the presence of an impurity or two. More recently, a major hotel chain ran the waters through tests and just one or two passed. It seems that, over the years, we consumers have been thoroughly conned.

Here’s how: despite impressions to the contrary most, if not all, the waters on offer are not mineral waters in the sense of being naturally gathered from springs, et al. The common or garden tap is the source of most treated’ and bottled waters sold to us as fit for drinking. Many waters are processed and packaged in somewhat suspect surroundings using very suspect equipment. Only a few are drawn from natural sources — among the ones correctly claiming this attribute are Himalayan, Pondicherry and Catch. Surprisingly, market leader Bisleri descries itself as “mineral water” — note the quotation marks!

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Other common devices are certification seals’ from scientific organisations, special tamper-proof closures and, of course, a variety of purity and safety phrases. One of the latest and smartest entries, Aquafina from Pepsi includes a nutrition facts table listing calories, total fat, total carb. and protein — surprise, surprise all of them add up to zero. A neat device to reassure those concerned about keeping a close watch on calories.

After scanning a number of brands, I failed to find any with a PF mark or any mandatory certification device to ensure that safety standards are met. Surely, concerned authorities should treat drinking bottled waters on a par with any other processed food products — as they do soft drinks.

In this busy me-too category with real differences between processed water and mineral water being confused and defused, consumers have had a tough time making the right choice. Then came Aquafina with a campaign that redefines the category. If you’ve seen the ads, you will remember them, especially the TV commercial. Suddenly, water is the in’ thing to drink. It is not just pure and safe and securely packed, it is sensuous, it is sexy, it is all of you — at least 70 per cent, I am told! Word has it this Aquafina positioning is working.

Another recent MNC brand of water (other than pricey imported Evian launched by Britannia for a small niche market) to enter the Indian market is Kinley from the Coca-Cola Company. Kinley zeroes in on the health platform with a certification seal issued by FFPAI(?) Doctors Assn. This seal appears on the pack and in the advertising. Sadly, for me as a former Coke person, the advertising for Kinley is not only devoid of a Big Idea but looks quite awful: messy, mixed up type faces laid out in a dated job press manner. A big mistake as consumers get more design a savvy and style appreciative.

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With market-smart companies launching new brands of water — Nestle will be a feisty competitor and Britannia will be a tough cookie with a mass market priced product — it is essential for brands to have distinct and desirable identities. Aquafina is on the way, Kinley I don’t know, and Bisleri must get more up front on precisely what it is selling. All the others whether excellent, good or so-so, will either remain low profile small sellers or will sell out to one of the majors.

With water, water everywhere go quench your thirst any which way. Cheers!