Tushar Malhotra on how Bisleri is leading the narrative on hydration

Leading mineral water brand Bisleri has roped in actor Deepika Padukone as its first-ever global brand ambassador in the new campaign – Bisleri #DrinkItUp. The campaign is a fresh take on hydration, infusing excitement and fun. The ad film showcases Padukone grooving to a snappy and modern take on the iconic song, ‘Jhoom Jhoom Jhoom Baba’, while relishing the pure refreshment of the original beverage – ‘water’.

In conversation with Adgully, Tushar Malhotra, Head of Marketing, Bisleri International, speaks about bringing on board Deepika Padukone as its global brand ambassador, the Bisleri #DrinkItUp, increasing engagement with the youth, Bisleri’s journey so far, plans for global expansion, as well as expectations for 2024, and more.

What are the objectives behind the campaign and appointing a global brand ambassador? How does it align with the brand image?

The current campaign, featuring global brand ambassador Deepika Padukone, is strategically designed to infuse hydration with excitement and fun, while reinforcing three core objectives. The first objective is to lead the narrative on hydration, which is a very important topic today. Secondly, we are looking to evolve our communication journey as we look to contemporarise the brand as well, and thirdly, we are looking to strengthen our youth connect with our build.

With that in mind, we’ve got our first global brand, ambassador and we are delighted to have Deepika Padukone on board because of the value and the work that she has done. She is also a global style icon and has a great youth connection. Who better to spread the message ‘Hydration is fun’?

In the campaign you can see her  grooving to the soundtrack, a remix of the foot-tapping number, ‘Jhoom Jhoom Jhoom Baba’, which adds a vibrant touch, aiming to build brand love and further strengthen the brand’s connection with the youth.

Which agency was involved in the making of this campaign? What is the media mix for the same?

The Bisleri #DrinkItUp campaign was shot by Nirvana Films and directed by ace director Prakash Verma, while Bisleri’s association with Deepika Padukone was managed by Wavemaker and GroupM ESP.

The integrated campaign will be promoted across various platforms, including television, digital, Out-of-Home media, delivery vehicles, influencer engagement, OTT platforms, and much more. Padukone will also be part of all Bisleri product packaging.

How do you view Bisleri’s journey so far?

When we spoke to our consumers, especially GenZ and the youth, post Pandemic World, one thing that came across very clearly is that they all want to be healthy, fit, active, and topping their list are exercising and drinking water for hydration. That is something which is an extremely important narrative. We have been hydrating the country for the last 50 years, so it is important that we took this and wove into the narrative as well.

Earlier, we had launched our sports marketing program – ‘Carry Your Game’ – wherein we involved four IPL teams and six ISL teams. We were the hydration partner for the National Games, the Commonwealth Games in India, weightlifting and table tennis. We are also part of all the marathons. So, we’re leading as far as sports, fitness and being active are concerned. And this campaign for us is making drinking water every day fun.

How is Bisleri planning for its next phase of growth? Please elaborate on your plans for global expansion.

We’re talking about sustainability. We’ve got our campaign, called ‘Greener Promise’, which was launched in March, where we spoke to consumers and communicated the fact that Bisleri is a plastic neutral and water positive organisation.

We’ve also got our college outreach program, called ‘Bottles for Change’, where we are going and enrolling colleges. We have got lakhs of students as volunteers, who are educating everybody on plastic recycling.

If we look at millennials, a lot of their buying happens on digital. We got our own app, called Bisleri@Doorstep app, where we are delivering directly to our consumers’ homes. We have even launched a campaign, called ‘Bisleri Apne Aap Aayega’. There are multiple conversations happening, which are very relevant in today’s times.

Bisleri’s global ambitions have expanded with its recent launch in the UAE, marking a significant step in positioning Bisleri as a global brand.

What can we expect from Bisleri in 2024?

Our brand’s momentum would continue with more excitement, fun, and engaging conversations around hydration and sustainability. The passion and fervour displayed by Bisleri in 2023 set the stage for a promising year ahead, promising consumers a dynamic and meaningful brand experience.