Bottled water giant Bisleri has chosen to partner with Soho Square Mumbai for the launch of its new soft drink brands Spyci - the twisted cola, Limonata and two fruit flavored drinks - Fonzo and Pinacolada. These creative duties are in addition to the agency's current portfolio that comprises Bisleri, Vedica and Urzza.Commenting on the new development, Ramesh Chauhan, chairman, Bisleri International said, "The idea is to launch drinks in spaces familiar to but very different from existing taste palates. So while there is a cola and a lemony drink in the new portfolio, the effort has been to give them a lot of twists. Plus there are two new drinks altogether. The consumer is looking to experiment and we have given these options. Soho Square has been with us for around four years now; we feel they are best equipped for this launch."Added Samrat Bedi , head, Soho Square, "This launch has been radically different from an agency point-of-view. As a strategy, there will be minimal ATL support at the beginning. Thus we are working doubly hard on other aspects like packaging, pricing and innovative means of communication."