Bisleri, India’s leading mineral water brand, has recently launched a new campaign featuring Bollywood actress Deepika Padukone as its global brand ambassador. The campaign, titled “Bisleri #DrinkItUp,” aims to position Bisleri as a brand synonymous with hydration and promote the importance of staying hydrated for a healthy lifestyle. By associating with Deepika Padukone, a popular and influential figure, Bisleri aims to reach a wider audience and create a strong brand connection.
Shot by Nirvana Films and directed by Prakash Verma, the campaign’s ad film showcases Deepika Padukone grooving to a modern rendition of the iconic song “Jhoom Jhoom Jhoom Baba” while enjoying the pure refreshment of Bisleri water. The use of a catchy tune and Padukone’s energetic performance adds a fun and engaging element to the campaign. Bisleri’s association with Deepika Padukone was managed by Wavemaker and GroupM ESP, ensuring a seamless integration of the brand ambassador’s image with the campaign. She will also be featured on all Bisleri product packaging, further reinforcing the brand’s association with hydration and healthy living.
The Bisleri #DrinkItUp campaign is being promoted across various platforms, including television, digital media, out-of-home advertising, delivery vehicles, influencer engagement, and OTT platforms. This multi-channel approach ensures maximum visibility and engagement with the target audience.
The campaign’s focus on hydration aligns with current consumer trends towards health and wellness, making it relevant and impactful. By embracing the fun and excitement of hydration, Bisleri has successfully positioned itself as a brand that evolves with modern times. The campaign’s immersive and engaging experience, combined with Deepika Padukone’s endorsement, has increased brand love and positive conversations among consumers.
RTM Watch’s Take
Bisleri’s collaboration with Deepika Padukone for the #DrinkItUp campaign is a strategic move to strengthen the brand’s global presence and connect with a wider audience. The campaign’s focus on hydration and the use of a popular brand ambassador like Padukone have helped Bisleri create a memorable and impactful campaign. By leveraging multiple platforms and touchpoints, Bisleri has successfully engaged consumers and reinforced its position as a leading mineral water brand. This campaign serves as an inspiration for other brands to think creatively and align their messaging with current consumer preferences.
