Bisleri International has rolled out a new chapter of its flagship communication property with the launch of the #DrinkItUp 2.0 campaign, fronted once again by global star Deepika Padukone. The refreshed brand film positions Bisleri as more than a hydration label, presenting it instead as a symbol of youthful energy, pop-culture relevance and everyday celebration.
The film introduces a carnival-like setting where colour, music and movement come together in a high-tempo visual narrative. In the centre of the action is the brand’s instantly recognisable Bisleri truck, redesigned for the film as a music console that sets the mood for the campaign. The creative direction leans heavily into the idea of hydration as a lifestyle expression rather than a simple functional choice, aiming to resonate with younger consumers who seek personality in the products they engage with.
Jayanti Khan Chauhan, Vice-Chairperson at Bisleri International, said the new campaign reflects the brand’s evolving relationship with its audience. She noted that Bisleri wants to underline freshness, confidence and style as attributes closely tied to its identity while keeping purity and trust at the core. She added that Deepika Padukone’s association brings credibility and widespread appeal, helping the brand speak to a generation that values both authenticity and flair.
Padukone echoed this sentiment, describing the campaign as a lively representation of how today’s consumers balance wellness with self-expression. She said Bisleri continues to make hydration feel relevant, contemporary and aspirational.
Tushar Malhotra, Director of Sales and Marketing at Bisleri International, said the rollout strengthens the company’s strategy of maintaining leadership in the packaged water category. The campaign will be promoted across digital platforms, television, cinema, outdoor media and the brand’s extensive retail network, which includes nearly four lakh trade partners.
The film was developed in collaboration with Zero Fifty Media Works, Bisleri’s in-house creative division and director Uzer Khan, with GroupM overseeing partnerships.
