Created by JWT, two TVCs capture the behind-the-scenes camaraderie of the cricketers from different IPL 2015 teams as they celebrate the spirit of the game
Aanchal Kohli | Mumbai | April 27, 2015
Even as the Indian Premiere League (IPL) 2015 tournament enters its fourth week, Kingfisher has rolled out its ‘Divided By Teams, United By Kingfisher’ campaign. Created by J. Walter Thompson, the two TVCs capture the behind-the-scenes energy, camaraderie and excitement of the cricketers from different IPL teams as they celebrate the spirit of the game.
One of the TVCs shows MS Dhoni, captain of the IPL team of Chennai Super Kings asking, “Are you ready for the good times?” The second TVC shows Virat Kohli, who plays for Royal Challengers Bangalore, asking the same question. This is followed by players from various IPL teams jamming, barbecuing and chilling together while singing the signature ‘Oo la lala le o’ Kingfisher tune.
The TVC has been designed to showcase the lighter side of cricket. The underlying message of players enjoying the Good Times before battling it out on the field is designed to spread cricket cheer to the fans.
Gurpreet Singh, Associated VP – Marketing, UBL, elaborated, “True to the tagline ‘Divided by teams, United by Kingfisher’, the newly launched television commercial for this season’s T20 extravaganza captures the spirit of camaraderie and sportsmanship that binds various teams together. Reflecting the upbeat mood of the cricketers before and after nerve wrecking matches, the TVC is a representation of the brand’s philosophy ‘Good Times’. We aim to spread the cricket cheer to every home and get the crowd humming to ‘Oo la lala le o’ with their favourite cricketers.”
Senthil Kumar, National Creative Director, J. Walter Thompson India, added here, “Our campaign ‘Divided By Teams, United By Kingfisher’ is as old as the IPL and year after year, we have brought alive this unique proposition by using at least 30 different players from seven different teams, divided by the uniforms they sport but united by the King of Good Times and the top of the charts track – ‘Oo la lala le o’.”
Speaking on the challenges, Kumar said, “It’s always challenging to work on the King of Good Times and reinvent and reinterpret the popular tune and theme every year and ensure that it stays top of the charts, uniting the millions of different fans and players into the same tune.”
When asked what was new about the campaign this time, he said, “We have pushed the track back into the original Calypso beat, which was part of the first ever Kingfisher ad, the iconic one with the entire West Indian cricket team of the early 90s. And we have got all the players to sing and groove and play to the new tune and have loads of good time while doing it. We have captured the players on the bus, in their hotel rooms, in their team meetings, training sessions and even got into their dressing rooms. We have also attempted a complete musical with The Bangalore Band, The Chennai Band, The Dilli Band, etc., all playing the same tune that unites all the 32 players from seven different IPL teams with the new Kingfisher tune.”
It may be recalled that in 1996, Kingfisher had sponsored the West Indies cricket team, which gave birth to the iconic jingle ‘Oo la lala le o’. The association with cricket deepened with cricketers such as Sourav Ganguly, Ajay Jadeja, Andrew Flintoff and Michael Vaughan bringing further star value to the brand as the official ambassadors. Kingfisher is also the official Good Times Partner of seven out of the eight IPL teams.
Agency: J. Walter Thompson, Bangalore
Creative Director: Aritra Bhattacharya
Film Directed by: Senthil Kumar, Ashvin Naidu
Production House: Avakkai Films
DOP: Gopi Amarnath, Bijitesh De