Campaign : Ooh la la la
Brand : Kingfisher Premium
Company : United Breweries
Group
Agency : JWT
The Campaign
The new Kingfisher TV commercial exclusively for the Indian Premium League (IPL) Season 3 has 21 seasoned players from four teams of IPL?Royal Challengers Bangalore, Delhi Daredevils, Deccan Chargers and Rajasthan Royals?coming together on one platform for the ad. The 30-second ad begins with Adam Gilchrist trying to sing the Kingfisher jingle ?Ooh la la la? and is followed by other players trying their luck with it, but each of them fail to get it right at one go. Though it begins with individual players such as Gautam Gambhir, Anil Kumble, Shane Warne and many more trying to get the jingle right, at the end when all the 21 players hum it together the jingle creates a wave. And the ad ends with the tagline: Divided by team, United by Kingfisher and reiterating that Kingfisher is the good times partner for Royal Challengers Bangalore, Delhi Daredevils, Deccan Chargers, Mumbai Indians and Rajasthan Royals.
Our Take
After a gap of three years, Kingfisher is back with its new campaign. Always associated with fun, fashion, style and sports, Kingfisher?s latest campaign is creative, humorous and fun to watch. It revives memories of the famous Kingfisher jingle that has been associated with sports for many years now. Symbolising the concept of good times, the ad has cricket stalwarts like Shane Warne, Adam Gilchrist, Rahul Dravid and 18 other players on one platform, showing what they do outside the field even as they have a good time humming the jingle. The karoke-based storyline has not been used for sometime and is refreshing to watch. The idea of getting players from four different teams together enhances the tagline ?Divided by teams, United by Kingfisher??a phrase closely associated with the brand (Kingfisher is the only brand that owns one IPL team and is associated with four other teams as their good time partners). This commercial will be enjoyed by all.
Ratings
*****