tushar malhotra
Nov 20, 2025
Bisleri recasts hydration as lifestyle in a fragmented market
Its #DrinkItUp 2.0 campaign leans on the learning that hydration had moved from utility to a part of fitness, self-care and cultural expression amongst Gen Z.
Dec 21, 2023
Bisleri gets Deepika Padukone to 'drink it up', with a focus on going global
Ahead of the launch of Bisleri International's campaign featuring its first-ever global brand ambassador, Deepika Padukone, its head of marketing, Tushar Malhotra discusses the company's shift in marketing strategy
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