Kingfisher Premium Packaged Drinking Water owned by United Breweries, part of the HEINEKEN Company, has launched a new campaign that reimagines its iconic “Oo La La” jingle.
The campaign features two new brand films with players from the Lucknow Super Giants (LSG) and Sunrisers Hyderabad (SRH) cricket teams, set to fresh music tracks.
The brand has teamed up with regional artists Bharg and Lothika for the track “Besabar” and Tamil rapper Paal Dabba with producer Sickflip for the track “Vibe.” The films highlight the fusion of cricket, music, and culture, reflecting Kingfisher’s long-standing association with fun and celebration.
In the LSG film, players like Rishabh Pant, Nicholas Pooran, and David Miller are seen grooving to the track “Besabar,” while the SRH film showcases Travis Head, Ishan Kishan, and Heinrich Klaasen at a poolside celebration, set to the energetic vibe of “Vibe.”
The brand film is conceptualised by Ogilvy South. Gameface Asia Music Agency managed the collaboration with music artists and the overall campaign, while Crazyfew Films handled the production of the films.
Speaking about the release, Vikram Bahl, Chief Marketing Officer of United Breweries Limited, said, “This campaign embodies everything Kingfisher stands for—fun, energy and unforgettable moments. Through Kingfisher Premium Packaged Drinking Water collaboration with Lucknow Super Giants and Sunrisers Hyderabad, the brand films bring this spirit to life. By giving our iconic ‘Oo La La’ jingle a fresh, modern twist with regional artists, we’re connecting with younger generation who thrives on the fusion of music, sports and culture. Cricket and music are at the heart of India’s spirit, and this campaign perfectly captures the essence of Good Times.”
Vinay Chopra, CEO of Lucknow Super Giants, shared, “We are thrilled to announce Kingfisher as one of our key partners for the cricket season. Their commitment to excellence and passion for cricket aligns perfectly with our values at Lucknow Super Giants. We look forward to a successful association and creating memorable experiences for our fans together.”
K Shanmugam, CEO, Sunrisers Hyderabad, shared, “We’re delighted to partner with Kingfisher for the upcoming season. Sunrisers Hyderabad and Kingfisher share a passion for bringing fans together and this collaboration adds to the excitement of the game. The refreshed ‘Oo La La’ jingle perfectly complements the energy of our team and our supporters.”
Puneet Kapoor, Chief Creative Officer, Ogilvy South, added, “For decades, Kingfisher has been the life of the party—synonymous with spontaneous fun. With its “The King of Good Times” philosophy and the unforgettable “Ooh la la la ooleo” tune, it’s been the soundtrack to celebrations. But while it’s legendary, it mostly vibes with the OGs. So, how do we make it pop for today’s youth? Simple! Young people love remixing the past, so we let today’s hottest artists give the Kingfisher tune a banger-worthy spin— And that’s how Kingfisher Good Times Grooves was born! We teamed up with Paal Dabba, SickFlip, Kratex, Lothika, and Bharg, who turned it into a fire soundtrack, ready to ignite every party—starting with the teams this cricket season!”
