In an exclusive interaction with MediaBrief, Tushar Malhotra,Director of Sales and Marketing at Bisleri International, speaks about the strategy behind the brand’s new DrinkItUp 2.0 campaign and how it builds on the success of its 2023 launch. He also shares how the campaign aims to elevate water from a basic necessity to a vibrant lifestyle statement. From high-energy visual storytelling and pop-culture collaborations to Gen Z engagement and global expansion, Malhotra explains how Bisleri is preserving its core values while redefining how hydration connects with audiences across India and beyond.
Malhotra kicks off the conversation by highlighting how the evolution of the campaign stems from a clear brand belief, laying out the foundation of the idea. “Bisleri is synonymous with the packaged drinking water category in India. We stand for trust, purity, and quality. We have also been the undisputed hydration experts in India for over half a century.
“This campaign,” Malhotra says, “is a celebration of hydration in a joyful and expressive manner. What we are trying to do here is something very disruptive: we aim to elevate water, which is traditionally a functional category, into a lifestyle expression, strengthen our connect with Gen Z, and impart a global and premium positioning to the brand.”
He also notes that the scale and storytelling have shifted meaningfully in this new phase. “With this in mind, we launched DrinkItUp in 2023 and signed Deepika Padukone as our Brand Ambassador. DrinkItUp 2.0 is bigger and grander in scale and is a very high-impact visual storytelling campaign,” Malhotra says mid-reflection.
Commenting on the visual and narrative choices, he adds, “From the choice of soundtrack—which is a popular international track with immense connect for Gen Z and is foot-tapping and energetic—to the narrative, every element is designed to resonate.”
Reflecting on the core sequence of the film, he recalls, “The campaign begins on a hot, sunny day in Mumbai, where Deepika is stuck in traffic and needs to get to a carnival where she is performing as a DJ. She steps out of the car, grabs her Bisleri, and, with Bisleri as her companion, literally waltzes through the streets, interacting with cool, fun characters, until she reaches an iconic Bisleri truck that opens up and transforms into a DJ console.”
“This campaign,” Malhotra says, “is memorable and catchy, ending with the signature bottle flip, which Bisleri owns. There is consistency with the previous campaign, but the scale is bigger, and the storytelling is different.”
Why Deepika remains central to Bisleri’s connect
Malhotra explains that Deepika’s persona aligns closely with the brand’s current needs. “If you look at Deepika, she is extremely confident, reliable, authentic, stylish, and glamorous, with a global outlook. All of this aligns perfectly with what Bisleri stands for as a brand, making it a truly symbiotic fit.”
Touching on her ability to reach younger audiences, he adds, “Considering Deepika’s connect across eight cohorts, particularly with Gen Z—which is our focus—she brings an international and premium positioning to the brand, supporting our global expansion goals.”
Delving into the desired sentiment, Malhotra explains that the campaign maintains a singular emotional objective. “It’s a high-energy campaign that celebrates hydration. That’s the emotion we want to evoke. You don’t need a reason to drink water—hydration is a lifestyle expression.”
Bisleri’s strategy to stay relevant to fast-evolving Gen Z trends
Malhotra notes that the brand’s approach is anchored in four key pillars: culture, sports, sustainability, and technology, and he elaborates on each. “If you look at our marketing strategy, we are engaging consumers across multiple touchpoints. One key aspect is relevance to pop culture—this is where campaigns like DrinkItUp, collaborations with Deepika Padukone, and movie-limited editions come in.
He continues, “Over the last two years, we’ve launched more than 50 limited editions, including major Bollywood releases like Jawan and Ek Tha Tiger, as well as South Indian blockbusters such as RRR and Vikram. We even had a tie-up with Mission Impossible featuring Tom Cruise. These initiatives create strong brand imagery and foster deep connections with consumers.”
He also adds that sport continues to be essential. “The second aspect is our sports marketing program. We have one of the largest sports marketing initiatives in India and the Middle East, partnering with over 60 sporting associations—from IPL and ISL teams to the Dubai Marathon, Mumbai Marathon, Mubadala, Hockey League, tennis, and more. This not only strengthens our brand visibility but also reinforces the functional connection between sports and hydration.”
Discussing sustainability efforts, he notes, “Sustainability is at the heart of Bisleri. Our corporate campaign, Bisleri Greener Promise, engages deeply with consumers. As an organization, we are proudly water-positive and plastic-neutral. Our campaigns, such as Bottles for Change (focused on plastic recycling) and Nayi Ummed (focused on rainwater harvesting), also include repairing check dams and other community initiatives.”
On technology’s role at Bisleri, Malhotra says, “Technology is another key pillar. Our Bisleri@Doorstep app caters to millennials and younger consumers who want convenience at the tap of a button. A significant portion of our 20-litre business operates through this platform.”
Addressing global ambitions, he says, “From a global expansion perspective, we are preparing to launch in the Middle East through a partnership with the Apparel Group. Our product portfolio is vibrant and diverse, including Bisleri Vedica, a premium Himalayan spring water; and a carbonated soft drink line led by Limonata and Pop, which is particularly appealing to Gen Z. Today, Bisleri offers a complete beverage portfolio, reinforcing our leadership in the market.”
How Bisleri ensures a seamless brand presence across touchpoints
Explaining how DrinkItUp is designed to live beyond screens, Malhotra says, “When it comes to DrinkItUp, you’ll see it on TV, digital platforms, and through influencer campaigns—that’s the ADL amplification. But it’s not just media presence; if you attend a concert like Lollapalooza, you’ll find DrinkItUp there as well. In fact, it was the most-consumed beverage at Lollapalooza last year, and we’re continuing this presence at various concerts this year.”
He adds, linking this to sports visibility, “Our entire sports marketing program also revolves around DrinkItUp, highlighting the functional aspect of hydration during high-octane, high-energy sports events. Beyond that, we use trucks as moving billboards and have distribution in over half a million outlets.”
He remarks that this approach creates cohesion, “This makes for a truly integrated marketing approach. While TV presence is standard for any mass brand, our strategy spans every media touchpoint, creating a cohesive and high-impact brand experience.”
On the subject of geographical scope, Malhotra reflects on the brand’s expansion priorities. “We’ve partnered with Apparel Group, one of the largest retail players in the Middle East, to support our expansion in the Middle East and Africa. We will be launching in the UAE soon, with plans to expand into other markets across the Middle East and Africa thereafter.”
How consumer insights shape Bisleri’s international marketing
Malhotra explains that functionality and cultural connection are central to the brand’s global strategy. “If you look at water, it is a functional necessity, and in markets like the UAE, bottled drinking water is the primary source of drinking water. This presents a significant market opportunity for us. Additionally, the large Indian diaspora worldwide resonates with Bisleri as a brand, making it the go-to choice for water when we launch in these regions.”
He adds that this thinking shapes their sequencing. “This is why our marketing strategy prioritizes the Middle East first. Deepika Padukone, with her international appeal, helps us connect across audiences globally. Our sports marketing strategy also follows a similar blueprint in the Middle East, where we are already active with events like the Dubai Marathon, Mubadala Tennis, and Arabian Warrior Races.”
Malhotra explains that packaging itself continues to be a strong differentiator across regions. “Look, we have Deepika featured on the bottle, which is its most distinguished element. This on-pack communication resonates across both urban and rural audiences and helps distinguish our brand in the market.”
The future of hydration
Addressing the brand’s long-term vision, Malhotra emphasizes that the roadmap extends well beyond the short term. “We have a 10-year vision, rather than a two- or five-year plan, because we are the leaders in hydration in India.
“Sports play a key role in this strategy, and our sports marketing campaign will continue to grow over time, becoming larger in scale and greater in impact, further reinforcing hydration as an essential and aspirational part of life.”
He wraps up by reiterating, “With DrinkItUp, we aim to do something truly disruptive—transforming a functional necessity into a lifestyle expression and statement.”
