Bisleri India on the hunt for a new creative partner

Bisleri International (the packaged drinking water) is on the hunt for a new creative partner.

Keeping in line with its focus on GenZ and sustainability, the homegrown brand is now in the process of finalising a new creative agency to spearhead its vision and initiatives.

Sources close to the situation have shared with Campaign India that the pitch is currently underway through the brand's Mumbai office, where several known agencies have already participated.

Campaign also understands that the brand’s incumbent agency Ogilvy India is not participating in the pitch.

Recently, the brand launched its campaign #DrinkItUp featuring Deepika Padukone, who can be seen enjoying Bisleri water while dancing to the remix of the iconic cult song "Jhoom Jhoom Jhoom Baba." The ad was conceptualised by 82.5 Communications, a specialized agency that came into existence in 2019 and is owned by Ogilvy network in India.

Bisleri International has been working to highlight the importance of hydration for decades. The company has recently set its footprints in the UAE across retail chains, general trade outlets, restaurants, and cafes. It also announced its partnership with Indian Premier League teams—Delhi Capitals, Gujarat Titans, Mumbai Indians, Rajasthan Royals and Royal Challengers Bengaluru as the official hydration partner and lent its support to a series of marathons and sporting events in the country.