A legacy brand in India for over 50 years just delivered a fresh take, and we’re here for it.
The iconic Bisleri has always been consistent in creating impact on a large scale, while bringing an important message to life.
Featuring global brand ambassador Deepika Padukone in a refreshing narrative, this time Bisleri encouraged the audience to ‘Drink it Up!’
Timeless yet modern
The ad film showcases Deepika Padukone grooving to a new version of a timeless song, ‘Jhoom Jhoom Jhoom Baba’ while relishing the original Bisleri water.
By leveraging the versatility of Deepika as an actor, Bisleri highlighted how they are refreshing their identity for the young generation with a unique take: drinking water and staying hydrated doesn’t have to be boring!
The narrative showcases how as a brand, Bisleri is committed to evolving and keeping up with the times – while still sticking to their promise of authenticity.
This Gen-Z approved campaign went viral for its distinct messaging and quirky communication. The memes captured the essence of it all:
A classic
A truly relatable one
Here’s what makes Bisleri timeless
Bisleri keeps it relevant. As the times have changed, the brand has adapted to the new norms, trends, and preferences of its audience.
Bisleri has ensured direct communication with its customers depending on the need of the hour. Whether it was the Play Safe campaign in 2004 that highlighted the importance of tamper-proof sealed bottles, or the ‘Kiss to Drink’ campaign in 2013 that addressed people’s dislike towards sharing water bottles – the brand ensured relevance.
In 2018, Bisleri did something truly offbeat and onboarded an unconventional brand ambassador nobody worked with before: camels! “Samajhdaar Jaante Hain Har Pani Ki Bottle Bisleri Nahi” effortlessly differentiated the brand in the industry.
Bisleri built on this distinct approach to introduce a new character in 2020, “Badal”, a talking camel featured in an interactive video series. At a time when people were struggling with the uncertainties brought on by the pandemic, this unique campaign provided a breath of fresh air in the seriousness of daily life.
In 2021, the brand coined the “Samajhdaar Bisleri Peete Hai” proposition which created instant recall in the consumers’ minds after a memorable build-up.
Bisleri has transitioned from one iconic campaign to the next, and with ‘Drink It Up’, they are on a new yet still relevant mission to bring out a new perspective and urge the young generation to approach ‘hydration’ as a fun and enjoyable experience.
Redefining hydration
With a campaign that infused excitement, energy, and fun to emphasize the importance of staying hydrated, Bisleri definitely brought something new to the table.
The campaign uses an uplifting tonality to shift the brand’s position beyond being a ‘mass brand’ to something more premium yet accessible, thereby resonating with the youth in a creative way.
With characteristics like safety, purity, and quality already established, Bisleri is now also demonstrating its commitment to innovation and engagement. In this witty way, the brand put out a question to Gen-Z: What’s not to love?
