For over 50 years, Bisleri has been a legacy brand in India, consistently making a significant impact and promoting essential messages. Their latest campaign, featuring global brand ambassador Deepika Padukone, introduces a fun and modern twist on hydration.
Timeless Meets Contemporary
In the new ad, Deepika Padukone grooves to a reimagined version of the classic song ‘Jhoom Jhoom Jhoom Baba’ while enjoying Bisleri water. This campaign leverages Deepika’s versatility to appeal to the younger generation, emphasizing that staying hydrated can be exciting and enjoyable.
A Commitment to Evolution and Authenticity
Bisleri’s narrative demonstrates the brand’s dedication to evolving with the times while maintaining its authenticity. This Gen-Z-focused campaign has gone viral due to its distinctive messaging and quirky communication style.
What Makes Bisleri Timeless?
Relevance: Bisleri adapts to changing norms, trends, and audience preferences. The brand has always ensured direct communication with its customers based on current needs. Notable campaigns include the 2004 ‘Play Safe’ campaign for tamper-proof bottles and the 2013 ‘Kiss to Drink’ campaign addressing the aversion to sharing water bottles.
Innovation: In 2018, Bisleri introduced an unconventional brand ambassador, camels, with the campaign “Samajhdaar Jaante Hain Har Pani Ki Bottle Bisleri Nahi.” This distinct approach continued in 2020 with “Badal,” a talking camel featured in an interactive video series, providing a fresh perspective during the pandemic.
Memorable Messaging: The 2021 “Samajhdaar Bisleri Peete Hai” proposition created instant recall among consumers. Bisleri’s transition from one iconic campaign to the next demonstrates their ability to stay relevant and engaging.
Redefining Hydration
Bisleri’s latest campaign, ‘Drink It Up,’ introduces a new perspective on hydration, infusing excitement, energy, and fun. The uplifting tone shifts the brand’s position from a ‘mass brand’ to a more premium yet accessible status, resonating creatively with the youth.
With established characteristics of safety, purity, and quality, Bisleri now also highlights its commitment to innovation and engagement. The campaign cleverly asks Gen-Z: What’s not to love?
By partnering with Deepika Padukone, Bisleri effectively redefines hydration, making it a fun and enjoyable experience for the younger generation.
