Bisleri, the household name for packaged drinking water in India, has inked a three-year deal with Procam International, cementing its role as the Official Hydration Partner. The partnership, an integral part of Bisleri’s #CarryYourGame campaign, means that the brand will be linked with all global distance running events hosted by Procam International for the coming three years. This union puts Bisleri at the helm of a hydration narrative aimed at facilitating optimum human performance.
Procam International, a leading player in instigating the running revolution in India, organizes races in four major cities – Mumbai, New Delhi, Bengaluru, and Kolkata. Bisleri will roll out limited edition bottles featuring previous marathon victors and celebrated athletes. Additionally, the partnership ensures the establishment of Hydration Stations across the racecourses, Mist Zones for runners to cool down, and a visible presence on the race track, all to be further magnified digitally.
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Tushar Malhotra, the Head of Marketing at Bisleri International Pvt. Ltd, commented on the partnership saying, “Our alliance with Procam International is a natural extension of our new campaign – #CarryYourGame. The key objective here is to deepen the link between Bisleri, hydration, and sports, and to inspire our consumers to maintain a fit and healthy lifestyle as they ‘carry their game’ in all life’s aspects.”
Vivek Singh, JT. MD, Procam International, also shared his enthusiasm for the partnership: “We are thrilled to have Bisleri as our Official Hydration partner for the next three years. This association aligns perfectly with the fact that optimal hydration is crucial for any athlete or amateur to perform. We look forward to sustaining our long-standing relationship and fostering strong rapport within our distance running community.”
Beyond running, the #CarryYourGame campaign extends Bisleri’s partnership to popular cricket franchises like Mumbai Indians, Gujrat Titans, Delhi Capitals, and Rajasthan Royals for the ongoing cricket season. This association with sports events underscores the interplay between hydration and performance, thereby stressing the role of water in achieving peak human performance. It encourages everyday fitness enthusiasts to ‘Carry their Game’ with a 500ml Bisleri bottle, promoting an active, healthy lifestyle. This news is based on information from adgully.
