Thums Up to Urzza
Nearly four decades after he launched Thums Up, the hugely successful cola brand, Ramesh Chauhan is looking to replicate that magic in an altogether new category: energy drinks.
So, at the age of 75, the chairman of Bisleri International has launched Urzza (Hindi for energy). The digital campaign for this new drink was unveiled on September 15 and the TV campaign will be launched on September 20.
"Cola sales are declining, so it makes no sense to be investing in them," says Chauhan from his Mumbai office located in the western suburb of Vile Parle. "There is a definite need for a new, exciting beverage that tastes good, and that is what we have attempted to do."
The Rs 500-crore energy drink segment, currently led by Austrian brand Red Bull, is growing at 25 per cent annually.
Urzza, which took five years to develop, is being positioned as a mass-market energy drink devoid of caffeine, an essential ingredient of these products.
"Besides having no caffeine, Urzza does not have stimulants such as guarana and taurine that are used in energy drinks," says Chauhan. "We have instead infused it with vitamins B and C as well as other ingredients (like sugar and citric acid) aimed at charging the body up."
Though the functional drinks category (it includes beverages such as juices, fortified water and energy drinks) remains relatively small, Chauhan hopes to make a mark here by pricing his drink 41-44 per cent below the average price of a 250-ml can of energy drink.
While a can of most energy drink brands costs between Rs 85 and Rs 90, Urzza is priced at Rs 50. "The endeavour is to make it affordable for consumers," says Chauhan.
Text: Viveat Susan Pinto, Business Standard
Image courtesy: Bisleri