Bisleri International has rolled out the second edition of its #DrinkItUp campaign, featuring global brand ambassador Deepika Padukone. With a high-energy soundtrack and festival-inspired visuals, the new film positions hydration as part of a vibrant youth lifestyle, reflecting the brand’s attempt to deepen its cultural connect with a generation that merges wellbeing with self-expression.
Set against a carnival-like backdrop, the film reimagines Bisleri’s familiar visual universe through colour, movement and music. The narrative places Padukone at the centre of a celebratory setting where hydration, fashion and rhythm coexist. One of the film’s standout elements is the iconic Bisleri truck, reinterpreted as a DJ console that anchors the film’s visual identity and signals Bisleri’s youthful, upbeat positioning.
Watch the campaign here:
Speaking about the campaign, 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.”
Commenting on the association, Deepika Padukone said, “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.”
Adding to this, 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 conceptualised jointly by Zero Fifty Media Works, Bisleri’s in-house creative team and director Uzer Khan, with GroupM overseeing talent and music partnerships. The film will run across Meta platforms, YouTube, OTT channels, out-of-home locations and other digital touchpoints.
