Bisleri launches #DrinkItUp 2.0 with Deepika Padukone

Bisleri has rolled out its new “#DrinkItUp 2.0” campaign featuring brand ambassador Deepika Padukone, aiming to strengthen its connect with younger consumers and reinforce its position as a modern, lifestyle-driven brand.

The campaign film is set against a vibrant carnival-style backdrop, where the familiar Bisleri truck is turned into a DJ console.

The visual theme and upbeat music are designed to present hydration as energetic, youthful and culturally relevant. The focus is on presenting Bisleri not just as a beverage but as part of an active, expressive lifestyle.

Jayanti Khan Chauhan, Vice-Chairperson at Bisleri International Pvt Ltd, explains the motivation behind the campaign: “Bisleri has always been synonymous with pure and trusted hydration. With our new campaign, we’re reimagining hydration as a vibrant, youthful, and lifestyle statement.”

• Bisleri launches #DrinkItUp 2.0 with Deepika Padukone to boost youth appeal
• New Bisleri campaign blends pop culture, hydration, and lifestyle
• #DrinkItUp 2.0 strengthens Bisleri’s modern branding across digital and retail channels

Deepika Padukone adds that she is honoured to be part of Bisleri’s “ever-evolving journey” and sees #DrinkItUp 2.0 as capturing “the spirit of today’s generation, which is energetic, confident, and always ready for an adventure.”

The campaign was developed through a collaboration between Zero Fifty Media Works, Bisleri’s internal creative team, and director Uzer Khan. Music and celebrity associations were managed by GroupM. The company plans to push the campaign across digital platforms, OTT services, television, outdoor media, and cinema screens. It will also leverage its large retail network of over four lakh partners for wide visibility.

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With #DrinkItUp 2.0, Bisleri is attempting to go beyond functional communication and embed itself in current pop culture conversations. The campaign marks a shift toward stronger youth engagement and aims to keep the brand relevant in a competitive beverage landscape.