Kingfisher has strengthened its association with the IPL as it has become the 'Good Times' partner for the Kings XI Punjab. With this Kingfisher beer has now become the ‘Good Times’ partner for six teams - Delhi Daredevils, Mumbai Indians, Royal Challengers Bangalore, Hyderabad Deccan Chargers, Rajasthan Royals and Kings XI Punjab.
With this move, Kingfisher has added Adam Gilchrist, Shaun Marsh, David Hussey, Piyush Chawla and Praveen Kumar from the Kings XI Punjab to their TVC. Television viewers will watch the new TVC during the ongoing IPL which will feature 23 different players from six different teams singing to the tune of Kingfisher.
Commenting on the occasion, Samar Singh Sheikhawat, senior vice president, marketing, United Breweries, said, “Kingfisher is synonymous with sport, which is our biggest marketing activation. The association with India’s most loved game – cricket, is natural. This season we have associated with another team - Kings XI Punjab and will be seen spreading the Good Times experience to six teams. The association which began in 1996 with just one team, The West Indies Cricket Team singing the legendary Oo la lala le o jingle, today has 23 players across six different teams embodying the Good Times with Kingfisher.”
He further added, “The summer season and cricket are a perfect blend for Kingfisher and we are initiating a 360 degree marketing approach across TV, OOH, digital, merchandising, in stadia, on ground, player interactions, packaging and consumer and trade contests to bring the Good Times to our loyal consumers.”
Kingfisher's fans could also make their own ‘Oo la lala le o’ version of the Good Times jingle by playing the Thirst Choir: Good Times Cheer Game on kingfisherworld.com.