Ad Campaigns
Bisleri ropes in Deepika Padukone as its global brand ambassador
Mumbai: Bisleri, a mineral water brand has roped in Deepika Padukone as its first-ever global brand ambassador in the new campaign Bisleri #DrinkItUp. The campaign is a fresh and never-before-seen take on hydration infusing excitement and fun. The ad film showcases Padukone grooving to a snappy and modern take on the iconic song ‘Jhoom Jhoom Jhoom Baba’ while relishing the pure refreshment of the original beverage, ‘water.’
Commenting on getting onboard Deepika Padukone as the brand ambassador, Bisleri International Pvt Ltd vice chairperson Jayanti Chauhan said, “Bisleri is synonymous with hydration. Our new campaign Bisleri #DrinkItUp is embracing the fun and excitement of visualising hydration in an iconic style with Deepika Padukone for the first time. We are thrilled to have Ms Padukone as our first global brand ambassador as her work and values align with our brand philosophy. With her, we can show our brand evolving with modern times. We are confident that everyone will love this campaign and enjoy hydrating with Bisleri.”
Deepika Padukone, known for her versatility as an actor and her commitment to excellence, expressed her enthusiasm as the global ambassador of Bisleri, “I am delighted to be associated with a brand as iconic as Bisleri. I have always believed in the importance of hydration as a key step in our commitment to a healthy lifestyle and overall wellbeing and the Bisleri #DrinkItUp campaign celebrates just that.”
Bisleri International Pvt Ltd head of marketing Tushar Malhotra added, “The Bisleri #DrinkItUp campaign is a significant step to contemporize the brand, increase brand love and has exciting conversations with our consumers.”
The Bisleri #DrinkItUp campaign has been shot by Nirvana Films and directed by ace director Prakash Verma while Bisleri’s association with Deepika Padukone was managed by Wavemaker and GroupM ESP.
The integrated campaign will be promoted across various platforms, including television, digital, Out-of-Home media, delivery vehicles, influencer engagement, OTT platforms, and much more. Padukone will also be part of all Bisleri product packaging. Through these diverse touchpoints, we aim to offer consumers an immersive and engaging experience.
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.
