Urzza Powers its Way to the World's Longest Tweet

In an attempt to connect to its audience digitally, the brand has managed to generate the longest tweet ever.

Twitter users have always been confined to share their thoughts within 140 characters. But someone finally managed to break free. Urzza, the latest entrant in the energy drinks market from the Bisleri International stable has managed to generate what it calls the longest tweet ever.

The world's longest tweet of 652 characters was made from the Twitter handle is of Urzza . The brand has also challenged its followers to try it themselves using the hash tag #urzzapower.

There are prizes to be won for the most electrifying tweets – Urzza power banks for mobile. The brand is also giving away shopping vouchers for just retweeting their longest tweet.

With this campaign, Urzza Power has managed to create a connect with its target segment- the Twitter-savvy regular urban youngster, also showcasing the brand Urzza's electrifying effect.

Launched this September, Urzza had also launched a TV campaign to connect to its consumers. Executed by Soho Square, the TV campaign hovers around the idea that a can of Urzza coupled with street smartness can impress anyone. The campaign premise comprises two men and an attractive women chilling around a swimming pool. While one of them chooses to woo her with his overt masculinity, the other calmly sips the drink and uses his tact to impress the lady.

The beverage is mainly targeted at the upwardly mobile youth and will be available in 250 ml cans and 300 ml per bottles, both priced at Rs 50. Bisleri manufactures Urzza at seven locations in the country, five at its own units and two at third party manufacturer, and distribute it through its existing network.

Bisleri currently enjoys 60 per cent share of the organised mineral water category in the country with an annual sales of 1,000 million units, which is growing at 26 per cent every year. The company has a network of 13 own plants, 34 co-packers and 16 franchises, it covers a retail base of more than 5 lakh outlets.