The fourth season of the Tata Women’s Premier League (WPL), ranked second globally in viewership, saw Kingfisher Premium Packaged Drinking Water step in as the tournament’s official good times partner, using a mix of live, broadcast and sonic integrations to drive brand presence.
In partnership with DNA Entertainment Networks, Kingfisher Premium Packaged Drinking Water rolled out multiple stadium-led fan engagement initiatives aimed at enhancing the matchday experience. These integrations blended music, live entertainment and broadcast innovation, targeting both in-stadium audiences and television viewers.
A key creative asset this season was a new brand film that reinterpreted Kingfisher’s long-running sonic identity, ‘O la la la leo’. Titled ‘Chhori Aayi. Hutt le bro! Oooh la la la, oooh leo!’ (The girls have come, move over, bro), the film adopted a high-energy tone and positioned women’s cricket as a contemporary, confident cultural force. The film was designed to reflect evolving fan behaviour and extend the brand’s association with sport-led celebration.
The sonic identity was activated beyond the film through in-stadium integrations. The ‘O la la la leo’ track was embedded into stadium entertainment programming, surfacing during key match intervals to prompt crowd participation and create recognisable audio cues tied to the brand.
On the broadcast side, the tournament’s Spidey Camera was rebranded as the Kingfisher Bird Cam. The aerial camera delivered overhead visuals of on-field action, presented as a bird’s-eye view. Commentators referenced the integration during live coverage, contextualising the footage and reinforcing brand recall without disrupting match flow.
Kingfisher Premium Packaged Drinking Water also introduced a player recognition property linked to performance. The batter recording the highest number of sixes during the tournament received a trophy featuring the KF Bird, aligning the brand with power-hitting moments and match-defining performances.
Vikram Bahl, chief marketing officer, United Breweries Limited, said, “We believe great sporting moments are best experienced when fans feel truly connected to the action. Our association with the Tata Women’s Premier League reflects our focus on creating high-energy, immersive fan experiences that bring audiences closer to the game- both inside the stadium and on screen.”
The campaign combined live entertainment, broadcast formats and performance-linked recognition to reinforce Kingfisher Premium Packaged Drinking Water’s association with sport and shared experiences. The brand acknowledged the role of BCCI and DNA Entertainment Networks in executing the multi-layered integrations across touchpoints.
