Our strategy focuses on using online platforms and e-commerce channels to boost brand visibility: Nayan Shah, Clear Premium Water

Clear Premium Water, a bottled water brand recently unveiled the third installment of its TVC campaign featuring actor Hritik Roshan. The ad is called ‘Hum Sab Ki Clear Choice.’

This new film aims to reinforce the brand’s commitment to quality and value across various industries and lifestyles.

The TVC showcases a cast, including a businesswoman, a businessman, college students, and an air hostess, each symbolising various aspects of life. The scenes look to demonstrate that Clear is the preferred choice, whether in corporate boardrooms, academic settings, or at 30,000 feet. This narrative looks to solidify Clear’s presence as a trusted companion across industries.

The TVC looks to capture the essence of the brand’s ethos. The message is that no matter who you are or where you are, Clear is the water of choice.

Medianews4u.com caught up with Nayan Shah, founder, CEO Clear Premium Water.

1. From a marketing and advertising perspective what are the focus areas going to be for Clear Premium Water?

Our strategy prioritises a strong digital footprint by leveraging robust online platforms and e-commerce channels to enhance brand visibility. This comprehensive 360-degree marketing approach integrates both digital and traditional media, ensuring extensive reach and engagement across all customer touchpoints. 

Simultaneously, we will drive aggressive on-ground efforts through POSM, promotional schemes, and tactical initiatives. This dual approach is designed to create a cohesive and impactful marketing campaign that not only elevates brand awareness but also fosters targetted customer interactions, maximizing our market presence in both physical and digital spaces.

2. How did the idea of roping in Hrithik Roshan to promote Clear Premium Water come about?

The idea of bringing Hrithik Roshan on board as the brand ambassador for Clear Premium Water stemmed from the need to align the brand with a figure who embodies health, fitness, and a conscious lifestyle. Hrithik Roshan, known for his commitment to fitness and clean living, resonates well with the brand’s values. 

His widespread appeal and strong presence in both traditional and digital media platforms make him an ideal choice to reach a diverse audience, further enhancing the brand’s visibility and credibility.

3. What will the media mix look like for Clear Premium Water in 2024? Will it be a mix of traditional media and digital?

The media mix for Clear Premium Water in 2024 will indeed be a blend of traditional and digital platforms. Traditional media such as television, print, and outdoor advertising will play a role in reaching a broad audience, while digital media will be critical for engaging with younger, tech-savvy consumers. 

The digital strategy will include social media campaigns, influencer collaborations, and content marketing that highlights the brand’s sustainability initiatives and premium offerings. This integrated approach ensures the brand maintains a strong presence across multiple touchpoints.

4. One area of focus in marketing is about authenticity. In the era of consumer to consumer social media communication do brands offering false promises get found out quickly?

Absolutely, in today’s digital age, authenticity is paramount. Social media has empowered consumers to share their experiences and opinions widely, making it easier for misleading claims to be exposed. Brands that offer false promises or engage in deceptive practices can quickly lose credibility and trust, which can have long-term negative impacts. 

Clear Premium Water has always been committed to upholding the highest standards, and we ensure that our marketing reflects the true quality of our product. By staying authentic, we not only protect our brand reputation but also build stronger, long-lasting relationships with our consumers.

5. In the category of packaged drinking water how important is it to portray an image of being sustainable and environmentally conscious?

In the packaged drinking water category, portraying an image of sustainability and environmental consciousness is extremely important. Consumers are increasingly aware of the environmental impact of plastic waste and expect brands to take responsibility. Clear Premium Water’s commitment to reducing carbon footprints, using eco-friendly packaging, and operating a zero-discharge plant aligns with these consumer expectations. Emphasising these initiatives in marketing efforts can differentiate the brand and appeal to environmentally conscious consumers.

6. Bollywood stars like Hrithik Roshan have limited appeal in the South. So what is the marketing strategy going to be there?

Our marketing strategy acknowledges Hrithik’s widespread appeal across India, but in the southern region, we’re embracing a more localized approach. This involves collaborating with regional influencers and celebrities who have a stronger connection with the local audience. We’ll focus on campaigns that are culturally relevant and align with the values and preferences of consumers in the South. 

Additionally, we’ll implement language-specific advertising, create regional content, and partner with local events to ensure our messaging resonates authentically. This strategy will help us maintain Clear Premium Water as a preferred choice across diverse markets in India.

7. Apart from Hrithik Roshan, is the company also looking to use cricket and sports? Kindly elaborate.

We have actively engaged in the sports arena by participating in events such as the Tennis Premier League (TPL). Our involvement in sports extends beyond tennis, as we’ve also supported various associations in Uttar Pradesh, including the Kabaddi League and international cricket matches. Looking ahead, we are exploring opportunities to expand our presence in the sports industry, with potential participation in major events like the Indian Premier League (IPL) and other sporting occasions.

8. Is marketing a year round activity for the company as opposed to mainly focusing on the festive season?

Marketing for Clear Premium Water is indeed a year-round activity. While the festive season provides a significant boost, we believe in maintaining a consistent brand presence throughout the year. Our strategy involves ongoing campaigns that keep the brand top-of-mind, whether it’s through regular digital engagement, seasonal promotions, or participation in events. This continuous effort ensures that we remain relevant to consumers at all times, fostering brand loyalty and driving sustained growth.

9. Is an on-ground marketing presence important like associating with music events, marathon runs etc?

Yes, having an on-ground marketing presence is essential for Clear Premium Water. Associating with music events, marathon runs, and other large-scale exhibitions allows us to engage directly with our target audience in real time. These events provide a platform to showcase our product in action, offer samples, and create memorable brand experiences. 

Moreover, such associations help reinforce our brand values while also building strong community connections. On-ground activations are a key component of our holistic marketing approach, complementing our digital and traditional media efforts.

10. How do consumers perceive the brand according to recent research done?

According to recent research, consumers perceive Clear Premium Water as a brand synonymous with quality, trust, and purity. The association with Hrithik Roshan has significantly boosted our brand image, making it aspirational while remaining accessible. Consumers also appreciate our commitment to sustainability and our efforts to maintain the highest standards of safety and hygiene. Overall, Clear Premium Water is seen as a reliable and preferred choice by many that cater to a diverse range of needs, from daily hydration to special occasions.

11. On the distribution front what has been the strategy to expand the network of hotels, bars, restaurants that it caters to?

With a strategic vision for growth, our future trajectory aims to achieve a significant milestone, targeting a turnover of 1000+ crores by the fiscal year 2026-2027. This ambitious goal underscores our commitment to sustained expansion and market leadership. As part of our strategic roadmap, we are poised to intensify our presence in the Hospitality, Restaurant, and Catering (HORECA) sector through aggressive initiatives, already standing at 1100+ distributors and 1600+ HORECA clients. By leveraging innovative strategies and forging strategic partnerships, we are dedicated to enhancing our market footprint and delivering exceptional value to our esteemed clientele in the HORECA segment.

12. Where is the whitespace for growth?

As the fastest-growing bottled water brand, CLEAR has identified significant whitespace for growth within the expansive and dynamic water industry. With India’s population standing at approximately 1.4 billion, the market for bottled water presents immense potential, offering numerous strategic avenues. One of the most promising growth opportunities lies in expanding into untapped regional markets, particularly within Tier 2 and Tier 3 cities. 

These regions, often characterized by burgeoning populations and rising consumer aspirations, represent a largely underpenetrated market for premium bottled water. Despite the increasing demand, these areas frequently lack access to high-quality bottled water. The expansion into these markets aligns with the brand’s commitment to providing safe, high-quality water to all, reinforcing its mission and enhancing brand loyalty.