Youth culture today is defined as much by playlists and reels as by products. Brands that want a place in that world need to feel like part of the scene, not just another logo on a shelf. That is the lens through which the new Bisleri DrinkItUp 2.0 campaign positions water as something you vibe with, not just something you drink when you are thirsty.

Bisleri International latest brand film features ambassador Deepika Padukone at the centre of a high energy visual world. Music, choreography and bold colour drive the narrative, placing the familiar green bottles inside a wider pop culture moment aimed clearly at Gen Z and young millennials.

How does the film turn hydration into pop culture

The story is built around one of Bisleri most recognisable assets, its delivery truck. In the new film that truck becomes a full scale DJ console, anchoring a carnival style street party. The set is packed with dancers, lights and movement that create a festival like mood rather than a traditional commercial backdrop.

Water is not treated as a purely functional category. Instead, it is woven into scenes of friends dancing, hanging out and celebrating, with bottles and cues appearing as part of the choreography. The visual language leans into energy and freshness, using vibrant colour palettes and fluid camera work to suggest constant motion.

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This approach continues the brand recent journey of framing hydration as a lifestyle choice. Bisleri is not just promising purity, it is trying to own a space in the everyday rituals of young people who associate self expression with everything from fashion to what they carry in their hands.

How does Deepika Padukone shape the Bisleri narrative

Deepika Padukone presence is central to the film mood and ambition. Her performance blends star power with an easy, contemporary attitude that mirrors how the brand wants to be seen. She moves through the carnival setting as both participant and focal point, capturing attention without pulling the story away from the crowd.

For Bisleri, her energy, authenticity and global recognition help bridge audiences across metros and smaller cities. Vice chairperson Jayanti Khan Chauhan describes the campaign as an attempt to reimagine hydration as vibrant and youthful, with Deepika reflecting the evolving spirit of the brand. Her lines reinforce the idea that water can sit comfortably alongside style, confidence and celebration.

How does #DrinkItUp 2.0 speak to younger audiences

The creative strategy taps directly into cues that resonate with younger consumers.

  • A strong soundtrack that feels like something you might add to a playlist

  • Choreography that can be clipped into short form content

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  • A carnival environment that lends itself to visual snippets and stills

  • A simple, hashtag ready call to action in #DrinkItUp

The message is straightforward. Drinking water is a functional necessity, but choosing Bisleri can also be part of how you present yourself. The film gives viewers a visual language they can remix into their own content, whether that is dance videos, memes or everyday posts.

Director Uzer Khan and Zero Fifty Media Works, working with Bisleri internal creative team, have built the spot to live beyond television. GroupM support on music and celebrity partnerships ensures that the sound and star elements can travel across platforms.

How will the campaign be amplified

To fully embed the campaign in popular culture, Bisleri is rolling it out across a wide media mix. Digital platforms will carry the film and cut downs, while impact properties on television and cinema placements will give it scale in mass viewing environments. Outdoor media and close to four lakh trade partners will keep the #DrinkItUp 2.0 branding visible in physical spaces where purchases happen.

Sales and marketing director Tushar Malhotra notes that the work aligns with a broader strategy of redefining and defending leadership in the water category. By rooting the brand in pop culture and strengthening its connection with Gen Z, Bisleri aims to stay top of mind in a segment where functional claims alone are no longer enough.

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With a music led, carnival inspired film fronted by Deepika Padukone, the Bisleri DrinkItUp 2.0 campaign pushes the brand further into youth culture, framing hydration as an expression of energy and style while reinforcing its long standing promise of trusted purity.

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