Bisleri International has teamed up with Sony Pictures India to celebrate the theatrical release of Spider-Man: Brand New Day with a line of limited-edition bottles. The special packs span Bisleri’s 250 ml, 500 ml and one-litre formats and have rolled out nationwide through general and modern trade outlets.
The tie-up goes beyond packaging, backed by a 360-degree campaign across digital, retail visibility and outdoor activations. A standout on-ground element saw a branded Spider-Man: Brand New Day x Bisleri truck make its way across Mumbai, giving the collaboration a physical, city-wide presence ahead of the film’s release.
Shony Panjikaran, GM and head of Sony Pictures Releasing International, said the partnership was designed to extend the film’s excitement beyond theatres and into everyday consumer moments, using the bottle designs and on-ground activation as touchpoints that bring fans closer to the franchise.
Tushar Malhotra, senior director of sales and marketing at Bisleri International, noted that the collaboration was shaped around limited-edition bottles meant to double as collectibles – giving fans of the franchise something tangible to hold on to well after they’ve left the cinema.
By fusing entertainment marketing with everyday utility, the campaign taps into a growing trend of brands using packaging as a canvas for fandom, turning a routine purchase into a piece of movie merchandise and extending the film’s visibility across retail shelves nationwide.
