Bisleri, India’s popular packaged drinking water brand, has signed a three-year agreement with Procam International, solidifying its position as the official hydration partner. As part of Bisleri’s #CarryYourGame campaign, this partnership will associate the brand with Procam International’s global distance running events for the next three years. This collaboration puts Bisleri in charge of promoting optimal human performance through hydration.
Procam International, a leading organizer of races in India, operates in Mumbai, New Delhi, Bengaluru, and Kolkata. In collaboration with Bisleri, they will introduce limited edition bottles featuring past marathon winners and acclaimed athletes. The partnership includes the provision of Hydration Stations, Mist Zones for runner cooling, and a prominent digital presence on the race track.
Tushar Malhotra, the Head of Marketing at Bisleri International Pvt. Ltd, commented on the partnership saying, “Our alliance with Procam International is a natural extension of our new campaign – #CarryYourGame. The key objective here is to deepen the link between Bisleri, hydration, and sports, and to inspire our consumers to maintain a fit and healthy lifestyle as they ‘carry their game’ in all life’s aspects.”
Vivek Singh, JT. MD, Procam International, also shared his enthusiasm for the partnership, “We are thrilled to have Bisleri as our Official Hydration partner for the next three years. This association aligns perfectly with the fact that optimal hydration is crucial for any athlete or amateur to perform. We look forward to sustaining our long-standing relationship and fostering strong rapport within our distance running community.”
Beyond running, the #CarryYourGame campaign expands Bisleri’s partnership to popular cricket franchises like Mumbai Indians, Gujrat Titans, Delhi Capitals, and Rajasthan Royals for the ongoing cricket season. This collaboration highlights the interplay between hydration and performance, emphasizing the pivotal role of water in attaining peak human potential. By encouraging everyday fitness enthusiasts to ‘Carry their Game’ with a 500ml Bisleri bottle, the campaign promotes an active and healthy lifestyle.