Deepika Padukone Brings Fizz to Bisleri as the Global Face of #DrinkItUp Campaign
Bollywood superstar Deepika Padukone has been named the global brand ambassador for Bisleri, marking a significant milestone for the iconic mineral water brand. The new campaign, aptly titled Bisleri #DrinkItUp, aims to redefine hydration by infusing a dose of fun and modernity into the age-old practice.
The campaign’s star-studded ad film features Deepika Padukone grooving to a contemporary rendition of the classic song ‘Jhoom Jhoom Jhoom Baba’ while indulging in the pure refreshment of water – Bisleri’s timeless beverage. This marks a departure from conventional marketing strategies, as the focus shifts from fizzy drinks to the sheer joy of quenching one’s thirst with the original hydrating elixir.
Jayanti Chauhan, Vice Chairperson of Bisleri International, expressed her excitement about the collaboration, stating, “Bisleri is synonymous with hydration. Our new campaign Bisleri #DrinkItUp is embracing the fun and excitement of visualizing hydration in an iconic style with Ms. Deepika Padukone for the first time ever. We are thrilled to have Ms. Padukone as our first global brand ambassador as her work and values align with our brand philosophy.”
Deepika Padukone, equally thrilled to be associated with the iconic brand, shared her enthusiasm, saying, “I am delighted to be associated with a brand as iconic as Bisleri. I have always believed in the importance of hydration as a key step in our commitment to a healthy lifestyle and overall wellbeing, and the Bisleri #DrinkItUp campaign celebrates just that.”
Tushar Malhotra, Head of Marketing at Bisleri International, emphasized the campaign’s strategic importance in contemporizing the brand and fostering deeper connections with consumers. He stated, “The Bisleri #DrinkItUp campaign is a significant step to contemporize the brand, increase brand love and have exciting conversations with our consumers.”
The creative and visually appealing campaign was brought to life by Nirvana Films and directed by Prakash Verma. The collaboration between Bisleri and Deepika Padukone was orchestrated by Wavemaker and GroupM ESP.
The campaign is set to unfold across a spectrum of platforms, including television, digital channels, Out-of-Home media, delivery vehicles, influencer engagement, OTT platforms, and more. Deepika Padukone’s association with Bisleri will extend to product packaging, ensuring a comprehensive and immersive experience for consumers. As the brand evolves with modern times, the Bisleri #DrinkItUp campaign, with its global ambassador, aims to make hydration not just a necessity but a celebration of vitality and well-being.