Bisleri Ties Up With Bengali Film Abar Hawa Bodol for Limited-Edition Bottle Range in West Bengal

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.