Kingfisher Premium Packaged Drinking Water, a brand under United Breweries (part of the HEINEKEN Company), has brought fresh energy to its iconic ‘Oo La La’ jingle. Through its latest campaign, the brand has partnered with Lucknow Super Giants (LSG) and Sunrisers Hyderabad (SRH) to roll out two high-energy ad films—each one remixing the anthem to connect with a new generation of fans.
Conceptualised and executed by Ogilvy, the campaign blends cricket, music, and culture to reinforce Kingfisher’s long-standing position as a brand synonymous with celebration.
Remixing a Classic: Two Tracks, Two Vibes
The campaign introduces two new musical tracks that elevate the iconic jingle:
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‘Besabar’ by Bharg and Lothika in the LSG film,
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‘Vibe’ by Paal Dabba and Sickflip in the SRH version.
The LSG film features players Rishabh Pant, Nicholas Pooran, and David Miller as they join the artists in an energetic jam session. Meanwhile, SRH’s Travis Head, Ishan Kishan, and Heinrich Klaasen make an appearance in a poolside setup, adding swagger to the beat-driven vibe.
By tying together style, rhythm, and cricket, both videos capture the spirit of celebration. They highlight Kingfisher’s identity as more than a product—it’s a mood.
Why This Campaign Matters
According to Vikram Bahl, Chief Marketing Officer at United Breweries, the campaign reflects Kingfisher’s essence:
“This campaign embodies everything we stand for—fun, energy, and unforgettable moments. Collaborating with LSG and SRH, and refreshing the legendary ‘Oo La La’ tune, lets us connect with India’s youth. Cricket and music are central to our culture, and this campaign merges both effortlessly.”
The campaign also supports the recent surge in demand for experiences that are fresh, culturally rich, and socially shareable—especially among Gen Z audiences.
Franchise Partners Join the Chorus
The campaign isn’t just a marketing splash. It’s part of deeper brand partnerships with leading IPL teams.
Vinay Chopra, CEO of Lucknow Super Giants, expressed his excitement:
“We’re thrilled to have Kingfisher on board. Their energy aligns with our vision. Together, we’re ready to create experiences our fans will never forget.”
Similarly, K Shanmugam, CEO of Sunrisers Hyderabad, added:
“This partnership adds a dynamic layer to the upcoming season. The remixed jingle complements our team’s vibe and brings fans even closer to the game.”
Creative with a Cultural Edge
The heart of the campaign lies in how it reintroduces nostalgia with a twist. Puneet Kapoor, Chief Creative Officer at Ogilvy South, explained:
“Kingfisher has always been the soundtrack to good times. The original ‘Oo La La’ tune is iconic, but we needed to make it resonate with today’s youth. So, we let rising music talents remix it into a banger.”
He continued by noting that Gen Z loves reviving the past in fresh ways. Therefore, Ogilvy teamed up with Paal Dabba, SickFlip, Kratex, Lothika, and Bharg to give the jingle a genre-bending spin. The result? A campaign that feels familiar yet electric.
A Cultural Mash-Up That Works
This campaign reflects a growing trend in brand storytelling—emotional connection over information. By blending cricket, regional music, and iconic jingles, Kingfisher speaks to a younger audience that values experiences over hard sells.
More importantly, it positions Kingfisher not just as a beverage—but as a cultural connector.
Final Word
With Kingfisher Good Times Grooves, the brand has done more than revive an anthem. It has remixed tradition to resonate with the next generation. From the beats to the players, every frame in the campaign pulses with energy, relevance, and style.
In doing so, Kingfisher proves once again—it’s not just about drinking water. It’s about the vibe that comes with it.
