How Kingfisher keeps its IPL communication as refreshing as its beer

For years, Kingfisher has been a catalyst in bringing rival teams together for the good times. The brand has built up a strong association with various Indian Premier League (IPL) teams over the years. Kingfisher’s IPL communication – ‘Divided by teams, United by Kingfisher’ – has stood the test of time, and has featured star players from every team every single year, dancing to the iconic ‘Oo la la’ jingle. 

The Oo la la jingle has been synonymous with Kingfisher, Good times, fun and joy for years now. 

While for the 11^th edition of IPL Kingfisher’s campaign focused around Pranks and camaraderie amongst friends, for the 12th edition of the tournament, Kingfisher has absorbed the growing rap-fever in the country – thanks to the success of ‘Gully Boy’ – into the iconic ‘Oo la la’ tune. 

The communication features top players across 5 teams droning a cool attitude, as they strike iconic Hip Hop poses against visually appealing bright coloured backlit backgrounds. The commercial is held together by a Rap song that epitomises the strategic expression – ‘Divided by teams, United by Kingfisher’. The lyrics convey the message that even though players belong to different teams, they are part of one brotherhood. And brand Kingfisher unites them all. The rap anthem waxes off the concept of division, but focuses on the good times by upholding the true spirit of cricket. 

Speaking on the campaign, Gurpreet Singh, Divisional Vice President - Marketing, UBL, said, “We understand the dynamic audience and the rap culture which has recently gained momentum in India. Our latest campaign highlights the game of cricket as more than just a sport, but as a medium which brings diverse people together with great pomp and show. Amalgamating the essence of rap, cricket and our tagline Divided by teams, United by Kingfisher, we are confident that the rap jingle will spread the good times during the most celebrated cricketing season of the country.” 

Further adding on about the TVC, Kundan Joshee, Senior Vice President and Managing Partner, Wunderman Thompson, said, “The strength of a brand is in how it carries on and refreshes its proposition for younger and newer audiences. And this new commercial from Kingfisher in the form of a rap music video does just that.” 

For Season 12 of IPL, Kingfisher is associated with five teams – Royal Challengers Bangalore, Mumbai Indians, Sunrisers Hyderabad, Kings XI Punjab and Rajasthan Royals. 

Campaign Credits: 

Company: United Breweries Limited

Brand: Kingfisher

Creative Agency: Wunderman Thompson, Bangalore

SVP & Managing Partner: Kundan Joshee

Chief Creative Officer: Senthil Kumar

NCD: Priya Shivakumar

Senior Creative Directors: Sameet Ali Soni, Rahul Bhojraj

VP & Client Services Director: Sandeep Shah

Account Director: Priyanka Wadhwani

Account Management: Anvesha Sinha, Pamela Gupta

Planning Director: Shazia Sattar Khan

Production House: Colonial Films

Director: Suraj Wanvari

Producer: Pintu Mishra, Nitish Sharma, Divyesh N Sata