Bisleri cracks the hydration strategy with Punjab Kings
Mumbai, Maharashtra, India: Bisleri International continues to build on its largest-ever cricket season association with a high-energy, digital-first campaign in collaboration with Punjab Kings. Rooted in cultural relevance, the brand has unveiled a cinematic digital film featuring fan-favourite cricketers Shreyas Iyer, Shashank Singh, and Ben Dwarshuis.
With Punjab Kings, Bisleri delivers a film that builds like a breakthrough moment in the boardroom. Featuring Shreyas Iyer, Shashank Singh, and Ben Dwarshuis, the narrative begins with Shreyas declaring, “Maine crack kar liya,” instantly sparking a sense of urgency among the players.
The tension builds as the players master the #BottleFlip, a challenge requiring steady nerves to land the bottle on its base, before flipping into a clever reveal. The “breakthrough” turns out to be something far simpler: the idea that balanced hydration is the ultimate key to winning. Blending humour with a relatable insight, the film draws a playful link between balance and performance, landing on a simple truth: when hydration is right, everything else tends to follow.
Tushar Malhotra, Director of Sales & Marketing, Bisleri International, added, “We are delighted to partner with Punjab Kings to place hydration at the centre of the cultural conversation. Our latest reveal swaps high-decibel shouting for a smart and playful boardroom face-off with Shreyas Iyer, Shashank Singh, and Ben Dwarshuis, proving that the ultimate ‘breakthrough’ is actually just a well-timed sip. By combining this clever narrative with the #BottleFlip, we’re shifting from passive ads to immersive storytelling that is sure to strike a chord with the digital-first cricket audience.”
Commenting on the association, Mr Satish Menon, CEO, Punjab Kings, said, “Our partnership with Bisleri goes beyond visibility. It’s about creating engaging experiences for fans. The film captures the spirit of the game in a light-hearted yet impactful way, and we’re excited to see how audiences respond to it.”
The campaign is conceptualised and executed by Bisleri’s in-house creative team.
Earlier this season, Bisleri announced its largest-ever cricket association, partnering with five leading franchises to strengthen its presence in the sports hydration space. Through a mix of on-ground visibility, digital storytelling, and franchise-led content, the brand continues to reinforce its leadership while connecting with millions of fans across the country.
Link to the film: www.instagram.com/reel/DXOa7aEoGLA/?igsh=bm9pOGh1Mmh3a29q
About the Author
