Blenders Pride Packaged Drinking Water has entered into a headlining partnership with the Filmfare Glamour & Style Awards 2025, a move analysts say will enhance the brand’s equity in India’s competitive lifestyle and fashion market. The collaboration strengthens Blenders Pride’s position as a cultural influencer, complementing its long-standing Blenders Pride Fashion Tour legacy with Filmfare’s authority in entertainment.
This year’s awards, powered by Blenders Pride, conferred bespoke honors to emerging icons: Ishaan Khatter as Face of Fashion, Tamannaah Bhatia as Most Desirable (Female), and Ananya Panday as Best Youth Icon (Female). Market observers view such associations as critical in driving aspirational value among urban and semi-urban consumers. Ishwindar Singh, General Manager, Marketing at Pernod Ricard India, said the partnership recognizes “those who set new trends in culture, define what’s en vogue and embody the stature of being the One & Only.”
Retailers report that aspirational buyers, especially young professionals, are aligning purchase behavior with premium branding, giving a boost to demand for fashion and lifestyle categories during festive seasons. Pernod Ricard India, a subsidiary of Pernod Ricard SA, continues to expand its premium portfolio while reinforcing sustainability-driven practices across major markets.
