Bisleri International has launched the latest edition of its #DrinkItUp campaign, featuring brand ambassador Deepika Padukone. The new film positions Bisleri within a vibrant pop-culture landscape, using music, choreography and a carnival-inspired aesthetic to connect with younger consumers. The refreshed visual language leans heavily into colour, movement and high-energy storytelling.
Video Link: https://www.youtube.com/watch?v=l91SQ47IJFg
At the centre of the film is Bisleri’s iconic truck, reimagined as a high-impact DJ console that drives the narrative. With this campaign, Bisleri continues its shift toward portraying hydration as an essential part of a youthful lifestyle rather than just a functional necessity.
Jayanti Khan Chauhan, vice-chairperson, Bisleri International, said: “Bisleri has always stood for purity and trusted hydration. With this campaign, we’re presenting hydration as youthful, vibrant and lifestyle-forward. Our collaboration with Ms. Deepika Padukone continues to reflect Bisleri’s evolving identity, resonating with a generation that celebrates confidence, style and a zest for freshness.”
Deepika Padukone said: “I’m thrilled to be part of Bisleri’s ongoing journey. The #DrinkItUp 2.0 campaign truly mirrors the energy and spirit of today’s youth-dynamic, confident and always ready for what’s next. Bisleri seamlessly blends hydration with fun, style and celebration.”
Tushar Malhotra, director of sales and marketing at Bisleri International, added: “The new campaign strengthens Bisleri’s strategy of redefining the water category while deepening our connection with Gen Z. Rooting the brand in today’s pop culture helps us maintain leadership and relevance. The campaign will be amplified across digital, television impact properties, billboards, cinemas and our network of nearly 4,00,000 trade partners.”
Developed by Zero Fifty Media Works, Bisleri’s in-house creative team and director Uzer Khan-with GroupM overseeing music and celebrity integrations-the film will run across digital channels, outdoor media, TV impact spots and cinema placements.
