Bisleri’s retro revival targets Gen Z with nostalgia and sustainability

In an era where ‘fast and flashy’ often defines advertising campaigns, Bisleri’s #FlavourOfLove attempts to buck the trend with a nostalgic, 1950s-style love story crafted around Bisleri Pop, its orange fizzy drink. Launched with Bollywood actors and young icons Ishaan Khatter and Palak Tiwari, it captures a vintage vibe, complete with era-appropriate sets, styling, and music.

But why did the brand take this throwback route? Tushar Malhotra, Bisleri International’s director of sales and marketing, stated that the campaign was inspired by a longing for simpler times, aiming to bridge eras with a story that connects today’s Gen Z to a bygone era of unhurried romance.

 “In today's chaotic world, Gen Z misses the innocence of love, which aligns with the simplicity of Bisleri Pop,” he told Campaign. He believes the chosen duo reflects this simplicity and has a broad Gen Z appeal, bringing an effortless charm to the brand’s narrative.

As Bisleri International’s vice chairperson Jayanti Chauhan points out, Bisleri Pop’s appeal lies in its uncomplicated taste, making it an ideal fit for a campaign steeped in nostalgia. This campaign is as much about the flavour as it is about reconnecting with an uncomplicated, vintage aesthetic that resonates with young audiences today.

Ads based in the past are having their moment in the spotlight, not just in India but globally. Swiggy Instamart, McDonald’s UK, and Britannia Good Day have dialed up nostalgia in their latest campaigns, each tapping into retro vibes to connect with their audiences in unique ways.

Swiggy Instamart’s Diwali campaign revisits the 90s, featuring Karisma Kapoor dancing to ‘Sona kitna sona hai’. The ad cleverly aligns with the Diwali season’s gold-buying traditions, striking a chord with the generation that grew up to this tune—and now dashes to Instamart for essentials.

Britannia Good Day’s ‘Bank of small wins’ campaign by Shivang Monga brings a whimsical twist: rediscovering joy in ‘forgotten’ cash. Featuring ‘currency’ hidden in 100,000 pockets, it teases the thrill of finding notes worth up to INR 50,000—all inspired by the 80s Doordarshan broadcasts.

Meanwhile, McDonald’s UK threw a 50^th birthday bash, rewinding time with a 1980s-style party ad. Created by Leo Burnett UK and directed by Fenn O’Meally, the film transports viewers to the country’s first McDonald’s in Woolwich, where a young boy grooves to Young MC’s ‘Know How’. A cascade of party-goers joins the fun, reminding viewers of McDonald’s rich legacy in the UK.

Gen Z strategy: Beyond the fizz

Bisleri’s decision to produce #FlavourOfLove in-house reflects a streamlined approach. “We don't have a creative agency on board right now and are in the process of selecting one,” Malhotra revealed. Hence, this particular campaign was designed in-house.

He noted that an in-house creative team enhances campaign agility by reducing back-and-forth delays typical with agencies. This model allowed Bisleri to ideate and execute the retro-themed campaign swiftly, reinforcing the brand’s creative integrity and close alignment with consumer insights.

Bisleri International is a dominant force in India’s highly competitive bottled water market, where over 6,000 brands compete, and it hopes to reach INR 5,000 crore in turnover by 2026. To drive this ambitious growth, the company plans to expand its non-water product lines, capitalising on its strong brand equity in water.

Hence, its youth-driven marketing strategy isn't limited to a nostalgic campaign for water adjacent brands like Bisleri Pop. With an expanded product line that includes Bisleri Limonata and Spyci Jeera, its portfolio caters to varied consumer needs: hydration, nourishment, and refreshment.

Tushar Malhotra, director of sales and marketing, Bisleri International.

Each product features a distinctive campaign to ensure individual brand identities, from Bisleri Limonata’s #DoubleTheChill to Spyci Jeera’s promotion as an indigenous flavour. With its #DrinkItUp initiative in late 2023, the company underscored hydration's ‘cool’ factor, to continue pushing interest for its dominant product, bottled water. And it onboarded actor Deepika Padukone as a global ambassador to engage Gen Z in sustainable hydration practices.

Furthermore, its extensive sports sponsorships across marathons, IPL teams, and international events reveal the brand’s multi-layered approach to youth engagement. “We’re planning for the next decade by aligning with Gen Z's evolving interests and staying synonymous with hydration,” Malhotra shared.

Bisleri’s integrated campaigns and limited-edition collaborations with sporting events are just the start of a wider strategy to maintain strong brand recall and cultural relevance. These initiatives are particularly aimed at the Gen Z cohort who participate wholeheartedly in these activities.

Malhotra wants to replicate the brand synonymity with water—many people ask “Ek Bisleri dena (Give me a Bisleri)” when they buy bottled water—with its other product lines. And this is best achieved when product lines are prominently visible at every possible youth-related interjection.

Malhotra explained, “Each story is shaped uniquely, from product promise to brand ambassadors. We bring our insights and understanding of consumer preferences to build a lasting identity for each product.”

Sustainability as a core value

Indian consumers are embracing eco-friendly choices, with 63% striving for environmental responsibility, according to Havas' Meaningful Brands 2024 study. The 2023 GfK Global Consumer Life Study also highlights this shift, as Indians increasingly prioritise brands that align with their values. For businesses, sustainability is becoming an essential brand element.

With consumers increasingly favouring brands that prioritise sustainability, Bisleri’s green initiatives come to the forefront. The ‘Bisleri Greener Promise’ programme underscores its commitment to environmental impact, making the company plastic-neutral and water-positive.

Through campaigns like ‘Bottles for Change,’ the company educates young consumers on plastic recycling, and its rainwater harvesting initiatives have added significant environmental benefits.

“Consumers are becoming more mindful, and we’re aligning our purpose with that shift,” said Malhotra. Bisleri’s ‘Bench of Dreams’ project, which places recycled plastic benches painted by differently-abled artists in public spaces, embodies this commitment to sustainable engagement in a uniquely creative way.

The #FlavourOfLove campaign represents more than nostalgia. By aligning with values of simplicity and sustainability, the company bridges generational appeal while staying relevant to its youthful audience. As Gen Z navigates complex choices in a rapidly evolving world, Bisleri’s approach suggests that simplicity — whether in love, product, or sustainability — holds lasting allure.