JWT India and Himalayan Sparkling Launch Innovative Bottles Featuring the Sound of the Himalayas

Himalayan Sparkling, India first premium mineral sparkling water introduced a unique packaging innovation for its limited-edition ‘sound cap’ bottles, that are designed to play the sound of wind from the upper reaches of the Himalayas when you twist open the cap of the bottle.

Bottled in a one-of-its-kind packaging, the innovative sound cap bottle contextualises the origin story of Himalayan natural drinking water. This product innovation is also an extension to the brand’s ‘Raw & Fine’ philosophy, which lies at the heart of how Himalayan water is sourced and bottled to provide an unparalleled taste of 20 years of percolation through layers of Himalayan rock from the highest altitudes to the deepest underwater stream.

Presented in a beautiful pyramid shaped case, exclusively designed for the ‘Sound of Water’ bottle, the overall packaging exudes freshness and pureness of the Himalayas, allowing consumers to traverse through the mighty snow-capped mountains while enjoying the taste of Himalayan Sparkling.

The cap features an embossed logo of Himalayan and is coloured with shades of silver, giving consumers a feeling of tranquillity even before they open the bottle.

Kuttiah K S, VP & Head of Marketing, NourishCo Beverages said, “We are extremely excited to introduce an unparalleled innovation that captures the sound of the wind from the upper reaches of the Himalayas in the bottle, thus creating an immersive and a unique sensorial experience for our consumers, by transporting them imaginatively to the source of our water. This sound cap is a celebration of the rawness and fineness of Himalayan – two propositions that make Himalayan Sparkling a perfect accompaniment for fine dining experiences.”

Designed and developed by J. Walter Thompson India, the sound cap has a built-in chip that is triggered when the bottle is opened and silenced when the bottle is closed. The innovation features live sounds of whistling winds, melting mists, drop by drop percolation and rare rock surface liquid percussions, that were captured over 20 years using high altitude radio transmitters and underwater stream synthesisers, installed in the Himalayan mountains.

Senthil Kumar, Chief Creative Officer, JWT India said, “The sound cap was designed to bring alive the source of Himalayan Natural Mineral Water and make it a unique multi-sensorial consumption experience for every consumer. This idea took the team over two years to develop and was implemented through intensive collaboration with sound engineers, time lapse trackers and product design experts across the world. The R&D team at NourishCo has painstakingly ensured that the design and the experience is elevated within the product environment.”

To amplify the launch, JWT has developed an epic time travel film capturing the journey of a drop of water traversing 20 years in the Himalayas.

“The film features an unparalleled journey stitched together from thousands of high altitude soundscapes and waterscapes captured by Himalayan Sherpas, Mountaineers, Filmmakers and Travel photographers. The visual design merges time lapse and hyper lapse waterscapes into an endless Himalayan soundscape stretching across 20 years, from the summit to the source,” added Senthil.

The limited-edition bottles are being made available at select outlets in Mumbai and New Delhi.

Source: Campaign Brief Asia

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