Ad Campaigns
Bisleri launches #CarryYourGame campaign with a focus on hydration to drive performance
Mumbai: Bisleri has launched a new digital campaign Bisleri #CarryYourGame featuring award-winning athletes Lovlina Borgohain, Manpreet Singh, Ashwini Ponappa, and Nishad Kumar. Through the film, Bisleri focusses on the Bisleri 500 ml pack as the ultimate hydration partner. The campaign showcases India’s finest athletes carrying their game forward, either on or off the field in a high octane and entertaining film, urging everyone to stay hydrated in any situation, just like the athletes do it in real life or match days!
Commenting on the latest campaign, Bisleri International Pvt Ltd head of marketing Tushar Malhotra said, “Our new campaign Bisleri #CarryYourGame is one of the largest integrated marketing campaign with the aim of creating a strong connect between hydration and sport, underscoring the importance of water in peak human performance. Our association with India’s leading award-winning athletes aims to inspire the youth to stay hydrated and carry their best game forward in all aspects of life.”
Commenting on the new campaign, 82.5 Communications chief creative officer – India Anuraag Khandelwal said, “This campaign is the perfect occasion for a need and a product to come together. Hydration during every sporting event and life in general is necessary. That’s where Bisleri comes in as a hydration partner in a sport that we play every day, every moment – the sport called life. This was an opportunity for us to explore hydration, collaborating with athletes who are at the top of their games. This is how the campaign idea for #CarryYourGame was born. True champions always carry their game, on and off the field and there’s no better partner than Bisleri 500 to hydrate with. Bisleri communicates this in its own edgy, no-gyaan way.”
IOS Sports And Entertainment MD Neerav Tomar commented on the association of the Indian athletes, “We are happy to be associated with a legendary brand like Bisleri that is taking a fresh approach through Olympic sports. I am confident this will help them to have a higher brand recall in an uncluttered space.”
The #CarryYourGame campaign will be further amplified by associating with leading marathons, athletic associations, cricket partnerships and notable sporting events. Furthermore, Bisleri has launched limited-edition bottles of the #CarryYourGame campaign showcasing the famous cricketers from Mumbai Indians, Gujarat Titans, Delhi Capitals and Rajasthan Royals on each of the Bisleri. The campaign will also be promoted through multiple touchpoints, including digital content, Out-of-Home media, delivery truck branding, radio contests, OTT platforms, in-stadium vending and branding and much more to provide an exciting experience to the consumers.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
