Bisleri International partnered with the India tour of Calvin Harris, organised by Sunburn and BookMyShow Live, to provide hydration access across venues in Bengaluru, Mumbai, Delhi.
The tour drew thousands of attendees and featured large-scale live music experiences. As part of the collaboration, Bisleri International strengthened its on-ground presence through hydration and retail touchpoints across venues, aimed at ensuring access to drinking water during high-consumption moments.
The association is part of Bisleri’s broader strategy to build visibility at cultural and entertainment platforms that engage younger audiences. Through its integration with one of the year’s major music tours, the brand sought to support the live-event experience while focusing on accessibility and reliability.
Speaking on the association, Tushar Malhotra, Director of Sales and Marketing, Bisleri International, said, “The Calvin Harris tour represents the kind of high-energy, large-format experience that is redefining India’s live entertainment landscape. To ensure every fan stays energised, Bisleri provides free hydration across the venue, while Vedica brings an elevated, premium layer to the overall environment. We are setting a new benchmark for how global music acts are experienced in India by integrating world-class hydration into the very fabric of the event.”
Bisleri had an on-ground presence across all venues, with strategically placed hydration and retail touchpoints designed to cater to large audiences. The brand deployed multiple Vedica carts alongside a network of Bisleri hydration stations to provide access to drinking water throughout the event.
The partnership was led by Bisleri, with the Calvin Harris tour marking a key highlight of the collaboration.
