Kingfisher — IPL 'Ooh La La' Campaign (2 Films)

Brief

Kingfisher, India’s iconic premium packaged drinking water brand, renewed its partnership with the Indian Premier League (IPL). The objective was to create a high-impact, multi-city campaign that would celebrate the brand’s timeless message: “Divided by teams, United by Kingfisher.”

The campaign needed to feature star players from all seven IPL teams — including cricketing legends MS Dhoni and Virat Kohli — while bringing back Kingfisher’s most beloved brand asset: the iconic “Ooh La La” jingle. The challenge was monumental: capture the unique energy, colours, and fan culture of seven distinct teams across seven cities, all while maintaining a single, cohesive brand voice.

Our Concept & Approach

Avakkai Studio revived the iconic “Ooh La La” jingle — synonymous with Kingfisher, good times, fun, and joy for years — and gave it a contemporary twist. We infused the classic tune with a fresh rap-fever energy, keeping Kingfisher young, cool, and culturally relevant.

The Core Idea: One tune, one energy, carried across seven distinct team identities — each city, each team colour, each fanbase getting its own verse of the same anthem.

Creative Highlights:

• Rap-Infused Jingle: The classic Ooh La La tune was reimagined with a hip-hop/rap influence, featuring top players striking iconic Hip Hop poses against visually appealing, bright-coloured backlit backgrounds
• Team-Specific Versions: Each film was tailored to its team’s identity, colours, and city flavour — creating localized resonance while maintaining the unified Kingfisher brand voice
• Star Power: Featured top cricketers across all seven teams, including MS Dhoni (CSK) and Virat Kohli (RCB), droning a cool, confident attitude
• The Message: Lyrics conveyed a simple yet powerful message — even though players belong to different teams, they’re part of one brotherhood, united by Kingfisher

Credits

Client: UB Group Product: Kingfisher caledar Agency: JWT Bangalore Production House: Avakkai.Studio Format: TVC campaign Scale: 2 Films | 7 Cities | 7 Shoot Days Talent: MS Dhoni, Virat Kohli, and top players across 7 IPL teams IPL Teams Featured: Mumbai Indians, Royal Challengers Bengaluru, Punjab Kings, Sunrisers Hyderabad, Delhi Daredevils, Rajasthan Royals, Chennai Super Kings

Outcome & Results

The campaign delivered extraordinary impact across creative, logistical, and brand metrics:

• Massive Scale Execution: Producing 7 distinct films across 7 cities in 7 days required meticulous logistical planning — managing multiple cast, crew, and gear movements on a tight IPL-season clock, with the jingle as the one constant holding every leg of the shoot together

• Brand Asset Revival: The “Ooh La La” jingle — Kingfisher’s oldest and most beloved asset — was given new life, proving its timeless appeal and adaptability across generations and formats

• Cultural Relevance: The rap-infused adaptation kept Kingfisher youthful and culturally connected, leveraging the mainstream popularity of hip-hop while staying true to the brand’s fun, cool, and joyful spirit

• Unified Brand Voice: Despite seven distinct team identities and city flavours, the campaign maintained a single, cohesive Kingfisher voice — proving that brand consistency can coexist with localized creative expression

• Fan Engagement: Each city’s fanbase received its own anthem, creating a sense of ownership and pride that amplified organic sharing and engagement across social media

• Enduring Campaign Legacy: The campaign reinforced Kingfisher’s long-standing IPL communication strategy — “Divided by teams, United by Kingfisher” — proving that the message has stood the test of time, year after year, with star players dancing to the iconic Ooh La La jingle every single season