Bisleri has launched #DrinkItUp 2.0, featuring global brand ambassador Deepika Padukone, elevating hydration into a bold lifestyle statement. Set to the track “Run It Up,” the campaign blends music, movement and pop-culture aesthetics to position Bisleri as a vibrant expression of individuality while appealing to a global, youth-driven audience.
Bisleri has unveiled the next chapter of its bold creative journey with the launch of Bisleri #DrinkItUp 2.0, a campaign fronted by global brand ambassador Deepika Padukone that reimagines hydration for a new generation. Building on the momentum of earlier editions, the campaign shifts focus from water as a daily essential to water as a vibrant cultural expression — a stylish, high-energy symbol of individuality, confidence and celebration. In doing so, Bisleri positions itself not just as a beverage but as a lifestyle marker woven into the rhythm of contemporary pop culture.
With Deepika at its centre, the campaign amplifies its aspiration toward global relevance. Her presence, recognisable far beyond India’s borders, lends an effortless blend of glamour, athletic spirit and aspirational cool — qualities that align with the direction Bisleri has steadily adopted over the last few years. The brand’s challenge has always been one of transformation: how does a company synonymous with trust and purity reinvent itself for a cultural moment that demands excitement, identity and entertainment from even the simplest everyday products? #DrinkItUp 2.0 represents Bisleri’s crystallised answer.
The visual and tonal language of the campaign leans unapologetically into global aesthetics. High-paced choreography, bold colour palettes and street-style sensibilities give the film a cosmopolitan energy without compromising the local familiarity that defines Bisleri’s legacy. By placing Deepika in a dynamic, celebratory environment — dancing, moving, and owning her space with signature poise — the brand communicates that hydration is not a passive act, but an active, expressive one. In this universe, taking a sip is a moment of flair; staying hydrated becomes a gesture of personality, rhythm and self-affirmation.
Fueling this energy is the soundtrack, a high-octane track titled “Run It Up”, licensed from Universal Music India Pvt. Ltd., and published by Sony Music Publishing and Universal Music Publishing Pvt. Ltd. The song, with its pulsing beat and global hip-hop undertones, anchors the film in an international soundscape, making the campaign instantly contemporary. Music has long been one of the quickest cultural connectors for Gen Z and younger millennial audiences, and by weaving it into the narrative, Bisleri signals its intent to live in their world — not observe it from afar.
But beneath the glamour and movement, the campaign reflects a strategic recalibration. Brands in the hydration and bottled-water space often face the risk of falling into functional sameness, defined by purity claims, consumer trust and accessibility. Bisleri, a category leader in India, has already captured these pillars. What #DrinkItUp 2.0 accomplishes is a shift from function to emotion, from category norms to cultural participation. Elevating hydration into a lifestyle cue, it creates a fresh space for relevance — one where Bisleri becomes a part of fashion, fitness, dance, nightlife, creativity and everyday expression. In effect, the brand is not only competing within its category; it is competing for cultural mindshare.
This direction mirrors global beverage trends, where water brands have increasingly leaned into personality-driven advertising and community-building through music, fashion and youth culture. Bisleri’s move into this territory demonstrates both confidence and intent. With a strong distribution network and category familiarity already in place, the brand now turns toward building a visual and emotional identity that speaks to global sensibilities. Deepika Padukone, who has expanded her footprint into Hollywood and international fashion circuits, becomes the perfect ambassador to embody this duality — familiar yet global, rooted yet expansive.
The campaign also taps into a deeper behavioural shift. In urban cultures around the world, hydration is no longer just about wellness; it has become performative and social. Whether it’s the rise of premium water bottles in fashion circles, hydration reminders as part of fitness routines, or water as an accessory in street-style photography, drinking water has taken on new cultural meanings. Bisleri’s narrative leans into this redefined behavioural landscape, telling consumers: hydration is personal flair, and Bisleri is your symbol of owning that flair.
By blending dance, sonic appeal, and global fashion cues, #DrinkItUp 2.0 mirrors the energy of music videos and pop performances rather than traditional brand films. It moves with the tempo of platforms like Instagram Reels and TikTok, where trends are set, shared and amplified. This alignment means the campaign is built for virality — structured to invite user-generated content, remixes, dances and reinterpretations, all of which expand its cultural footprint beyond paid placements.
Deepika’s portrayal in the campaign is central to this strategy. Her movement captures both athletic grace and celebratory spontaneity — a balance that speaks to individuals who embrace hydration as part of a lifestyle that values wellness without sacrificing fun. The creative execution captures her as not just a celebrity endorser but a cultural guide, signalling what it means to live boldly, move freely and stay vibrant. Bisleri effectively positions her as a symbol of the empowered, dynamic consumer it seeks to engage.
While the campaign’s visual language leans modern and international, it also reinforces Bisleri’s most important attribute: trust. Even as the narrative shifts toward lifestyle expression, the brand’s legacy as India’s most recognisable hydration icon remains foundational. What #DrinkItUp 2.0 achieves is the blending of heritage with modernity — retaining the trustworthy core while revamping the attire. For consumers who have grown up with Bisleri, this evolution signals freshness without alienation; for new audiences, especially global ones, it introduces Bisleri as a brand fluent in contemporary cultural codes.
Ultimately, the campaign is more than a refresh — it is a declaration of intent. Bisleri is stepping beyond functional hydration and claiming a place within the arenas of fashion, music, movement and identity. It is telling consumers that hydration can be loud, fun, expressive and irresistible. By weaving together high-energy visuals, a global musical identity, and the magnetism of Deepika Padukone, Bisleri #DrinkItUp 2.0 builds a narrative where every sip becomes part of a celebration — a moment of rhythm, confidence and self-expression.
In a landscape where brands must fight for attention not only through quality but also cultural relevance, Bisleri’s newest campaign firmly plants the brand at the intersection of utility and pop culture. With a global ambassador leading the charge and a soundtrack designed for replay, the film marks a bold stride into the future of hydration marketing. #DrinkItUp 2.0 doesn’t just promote water; it reframes it as a lifestyle. And in doing so, it invites audiences everywhere to move, dance, live and — in Bisleri’s words — drink it up.
