Bisleri International Pvt. Ltd., India's largest-selling packaged drinking water brand, has launched a range of limited-edition bottles in association with Bengali film Abar Hawa Bodol, the sequel to the commercially successful 2013 comedy Hawa Bodol. According to a company statement, the collectible packs — in 250 ml, 500 ml, and 1 litre sizes — are now available at retail outlets across West Bengal through general and modern trade channels.
The move marks Bisleri's first documented foray into Bengali-language cinema marketing, extending a tie-up strategy the brand has deployed with South Indian and Hindi films since at least 2022. The collaboration follows the film's theatrical release on June 12.

A Sequel Anchored in Nostalgia

Abar Hawa Bodol reunites Parambrata Chattopadhyay and Raima Sen on screen for the first time in several years, reprising their pairing from the original Hawa Bodol, which released in March 2013. The sequel also features Rudranil Ghosh, Anusha Viswanathan, and Paayel Sarkar, and blends comedy, fantasy, and drama as two old friends again find their lives entangled through an unusual turn of events. The Daily Star
Although filming wrapped nearly two and a half years ago, the film reached audiences only after a lengthy wait. Directed by Parambrata Chattopadhyay himself, it is produced by Eskay Movies. The Daily Star

Regional Moment Marketing Strategy

Tushar Malhotra, Director of Sales and Marketing at Bisleri International, said in the company's statement that Bengali cinema holds a distinctive place in India's cultural landscape and that the association reflects the brand's intent to engage with regional audiences through culturally significant platforms.
"Our association with Abar Hawa Bodol reflects Bisleri's belief in celebrating such culturally significant platforms that foster genuine connections with consumers," Malhotra said, according to the press release. "Through this collaboration, we aim to engage with audiences in West Bengal through stories that honour the region's artistic heritage while strengthening our relevance in an important regional market."
The campaign is to be amplified through branded retail visibility and digital engagement, per the company statement. No financial terms of the partnership were disclosed.

A Pattern of Film Tie-Ups

Bisleri has been deploying film-tie-up bottle packaging as a moment marketing tactic since at least 2022, having partnered with several South Indian and Bollywood releases including Vikram, Jawan, Tiger 3, Leo, and Jailer through 2023. The strategy, as described previously by Malhotra to trade publication afaqs!, is designed to reach consumers at culturally relevant moments and drive enthusiasm among both customers and retailers. Afaqs!
The Abar Hawa Bodol packs represent the brand's extension of this playbook into Bengali-language cinema — a market Bisleri describes internally as an "important regional market" — ahead of what the brand anticipates will be a high-footfall theatrical run.

Film Context

The original Hawa Bodol was released in March 2013 and followed two childhood friends whose lives are unexpectedly swapped after a night out. It was directed by Parambrata Chattopadhyay and went on to become one of the more commercially noted Bengali films of its era, doubling its reported ₹1 crore budget at the box office. Wikipedia
The sequel carries considerable audience anticipation given the decade-long gap between the two films and the reunion of the core cast.

Bisleri did not specify how long the limited-edition packs will remain on shelves or confirm whether a digital promotional film linked to the campaign is planned, as has been the case with some of the brand's prior film partnerships.