Bisleri International, India’s leading bottled water brand, has announced a partnership with five Indian Premier League (IPL) franchises for the ongoing season: Delhi Capitals (DC), Gujarat Titans (GT), Mumbai Indians (MI), Rajasthan Royals (RR), and Royal Challengers Bengaluru (RCB).
The announcement has enabled an extension with MI and DC. Bisleri signed a three-year pact with GT in 2022 while the entity unveiled a new association with RR and RCB.
Via this strategic partnership, the Indian company aims to leverage the immense popularity of the IPL to promote the importance of hydration.
Expressing enthusiasm for the extension of this partnership, Tushar Malhotra, Director of Sales and Marketing, Bisleri International, said, “We have built a robust sports marketing program over the last few years, and we are thrilled to enter the cricketing season with five of the most iconic cricket franchises. We will be rolling out an exciting and power packed integrated marketing campaign under the Bisleri #DrinkItUp umbrella which will feature individual limited-edition packs with player imagery from our partner teams. We will also be providing a superlative experience to our consumers with in-stadium branding, product experience and immersive experiential encounters. Furthermore, we’re set to introduce compelling digital content highlighting partner teams and influencers, coupled with enticing consumer contests. Our Bisleri trucks will journey across the country, displaying campaign creatives. To further ignite interest, we’ll supply POSM material to our retail partners and join forces with Star Sports for a groundbreaking media collaboration, amplifying our latest TV communication campaign.”
Bisleri, a household name for decades, enjoys the trust of millions of Indian consumers. For over 50 years, the brand has maintained its leadership position in the bottled water market through its commitment to providing safe, pure, and healthy mineral water. With a robust network of 122 operational plants, 4500 distributors, and 5000 distribution trucks spread across India and neighbouring countries, Bisleri ensures the widespread availability of its products.
The brand recently extended its reach beyond India by sponsoring Sharjah Warriors (SW), Dubai Capitals, and MI Emirates (MIE) in the DP World International League T20 (ILT20). Bisleri’s commitment to promoting healthy habits is further demonstrated by its sponsorships of marathons and various sporting events across the country.
The action continues in the IPL tonight with a highly anticipated clash between MI and RR at the Wankhede Stadium in Mumbai. MI will be looking to bounce back after losing two games in a row, while RR will aim to build on their winning momentum.