Wahter, the advertising and packaged drinking water brand, introduces ‘Shot’

Wahter, a pioneering advertising and packaged drinking water brand, has unveiled its latest innovation, Shot by Wahter, with ambitious plans to achieve 5X revenue growth by FY 2025-26. This bold initiative redefines retail advertising by transforming an everyday necessity—bottled water—into a cutting-edge marketing platform.

Shot features a youth-oriented design and customizable label space, offering brands a fresh and innovative way to engage with consumers. By integrating dynamic branding opportunities into a product with daily reach, Shot bridges the gap between traditional advertising and high-impact visibility, turning retail touchpoints into a powerful advertising channel.

Available across General Trade, Modern Trade, and local mom-and-pop stores nationwide, Shot ensures advertisers can connect with a diverse and expansive audience in high-traffic areas. This accessibility maximizes brand exposure while resonating with India’s digitally-savvy and aspirational Gen Z demographic.

With approximately 377 million individuals, India’s Gen Z already drives $860 billion in consumer spending, accounting for 43% of the nation’s household consumption. Experts project this influence to reach an astounding $2 trillion by 2035, solidifying Gen Z as a cornerstone of economic growth. For brands, this presents an unparalleled opportunity to secure long-term market relevance by aligning with the preferences and values of this influential generation.

Through Shot by Wahter, the brand not only reaffirms its commitment to innovation but also positions itself as a trailblazer in leveraging consumer products as vehicles for advertising, aligning with the needs of a rapidly evolving market.

“Recognising this shift, Shot is crafted to resonate with GenZ’s values, offering a dynamic, engaging experience beyond traditional hydration. Shot caters specifically to this audience by combining a vibrant, eye-catching design with an interactive monthly iPhone giveaway. Each purchase invites consumers to scan a QR code on the label, enter the giveaway, and engage directly with the brand, adding an element of excitement that goes beyond just hydration,” shared Wahter in a statement. 

Unlike Wahter, which offered flexibility in where advertisers could target placements, Shot’s strategy focuses on mass-market presence. 40% of its label is reserved for brand advertising.

“With Wahter’s success, the enthusiastic response from both consumers and advertisers underscored the need for more dynamic advertising solutions in everyday settings. We identified a gap, brands want to connect with GenZ and millennials authentically, but traditional advertising often falls short. Shot fills this need by offering high-impact visibility through a bold, everyday product that resonates deeply with younger audiences. This launch embodies our commitment to innovation and bringing brands closer to consumers in exciting, engaging ways,” said Amitt Nenwani, Co-founder of Wahter.

All bottles of Shot will be fully recyclable. The shot will be available in 250 ml and 500 ml sizes. The product will be accessible at various points of sale across India starting in November 2024.