Consumers are mostly stuck at home due to the pandemic. Keeping this mind, brand Kingfisher had first developed a digital campaign to enjoy Kingfisher with friends over a video call. But sensing the potential of the ‘at-home’ consumption, the brand embarked on another journey to bring people together at home over a Kingfisher.
The brand recently launched a new campaign with a series of commercials, each leading up to the key message, ‘Ghar Pe Kingfisher’ (Kingfisher at home), under the brand’s umbrella thought ‘Kya Plan Hai?’ (what’s your plan?)!
The first commercial in this series shows a young boy in his mid-20s who’s hidden some Kingfisher in the fridge only to be caught by his father. Much to his surprise, his father gives him permission and we see both them sharing a sweet moment over a Kingfisher.
The campaign has been conceptualised by Wunderman Thompson. Kundan Joshee, Sr VP and Managing partner, Wunderman Thompson India, South, said, “Beer is a social lubricant and with social contact being reduced and people confined to the house, the need of the hour was to build home consumption and challenge mindsets. There was an opportunity to build permission to drinking at home and break the generational divide regarding drinking.”
Sameet Ali Soni, Senior Creative Director, Wunderman Thompson, Bangalore, said, “Promoting home consumption was a challenge; we’ve tried to do something that’s really fresh.”
The first commercial has gone live digitally and will be spread across a mix of Facebook, Instagram and OTT platforms.
Client: UB Group
Agency: Wunderman Thompson, Bangalore
Chief Creative Officer: Senthil Kumar
Sr.VP & Managing Partner: Kundan Joshee
National Creative Director: Priya Shivakumar
Senior Creative Director & Copywriter: Sameet Ali Soni
VP & CSD: Nitin Mohan Goyal
Senior Creative Director: Sanjay Bhat & Rahul Bhojraj
Account Management: Anvesha Sinha
Planning: Shazia Sattar Khan, Shujoy Dutta
Production House: Bonobo Pictures
Director: Naved Ahmed
Producer: Raza Surti