Bisleri Gets Deepika Padukone To ‘Drink It Up’, With A Focus On Going Global

Bisleri has announced actor Deepika Padukone as its first-ever global brand ambassador and rolled out a campaign featuring the actor. The mineral water major is setting its sights on newer markets to expand its horizons, having marked its maiden foray into the overseas market earlier this year by launching its packaged drinking water in the United Arab Emirates. The company which had a turnover of INR 2,300 crore in FY22 is aiming to double this by FY2026, with a compound annual growth rate of 25%.

Edited excerpts

What’s The Objective Behind The Campaign And TVC Launch?

The message is simple: drinking water is fun and we have three objectives for it. We want to lead the narrative on hydration. We’ve been hydrating the country for the last 50 years and we want to take this forward. Secondly, this campaign also contemporises the brand and is a perfect evolution of communication.

And thirdly, we’re looking to strengthen our youth connect and brand love with the Gen Zs and their cohort. Getting Deepika Padukone on board as our first global brand ambassador is a huge part of that. And what we’ve done with the campaign is a remix of ‘jhoom jhoom jhoom baba’, the foot-tapping song from the 80s. It’s been shot by Prakash Verma from Nirvana films and is very cool, stylish, and contemporary.

What is the thought behind the brand’s first-ever global brand ambassador announcement, and what prompted the choice of Deepika Padukone? Padukone is a global style icon and a youth icon. We resonate with her values and the work that she does, and this makes her a perfect fit with the brand.

When we looked at the communication strategy and what we wanted to do, we thought who better to spread this message of hydration with fun than Deepika? Additionally, it’s a symbiotic relationship between her and Bisleri as well, and a perfect evolution for the brand’s communication.