Mumbai: Bisleri International, one of India’s leading packaged drinking water brands, has unveiled its latest high-energy campaign, #DrinkItUp 2.0, featuring global brand ambassador and megastar Deepika Padukone. The vibrant new film positions hydration as an essential yet celebratory lifestyle choice, aligning Bisleri with a generation that embraces bold living with freshness and flair.
Set against a carnival-inspired visual universe, the ad film spotlights Bisleri’s signature blend of purity, style, and exuberance. The standout Bisleri truck—reimagined as a DJ console—becomes the epicentre of the celebration, transforming hydration into an expression of culture and cool. Every frame pulsates with fashion-forward styling, music, and unstoppable energy, reinforcing Bisleri’s status as a cultural icon for today’s youth.
Jayanti Khan Chauhan, Vice-Chairperson, Bisleri International Pvt. Ltd., said, “Bisleri has always been synonymous with pure and trusted hydration. With our new campaign, we’re reimagining hydration as a vibrant, youthful, and lifestyle statement. We’re delighted to collaborate again with Ms. Deepika Padukone, whose energy, authenticity, and global appeal perfectly reflects Bisleri’s evolving spirit. Through this campaign, we aim to connect with a new generation that celebrates life with confidence, style, and an unmissable zest for freshness.”
Deepika Padukone added, “To be part of Bisleri’s ever-evolving journey is an honour. The new #DrinkItUp 2.0 campaign perfectly captures the spirit of today’s generation, which is energetic, confident, and always ready for an adventure. Bisleri has always seamlessly blended hydration with style and celebration, giving the consumers more reason to consume water, a functional and fundamental necessity.”
Tushar Malhotra, Director of Sales & Marketing, Bisleri International Pvt. Ltd., said, “The new #DrinkItup 2.0 campaign resonates with Bisleri’s ongoing strategy of redefining and maintaining leadership of the water category. The campaign also roots Bisleri strongly in today’s pop culture and enhances our connect with the Gen Z audience. The campaign will be extensively amplified digitally, impact properties on television, billboards, cinemas and our vast network of almost 4,00,000 trade partners.”
The campaign was developed through a collaborative effort between Zero Fifty Media Works, the Bisleri in-house creative team, and Ace Director Uzer Khan, with celebrity and music partnerships managed by GroupM.
The digital film will be promoted across major platforms including Meta, YouTube, OTT platforms, and Out-of-Home media, ensuring expansive reach across consumer touchpoints.
