Perpetuating its association with the cricketing phenomenon, the brand is extending its Good Times partnership to two time title winners Chennai Super Kings (CSK). Further enhancing its position as the most recalled brand, Kingfisher’s branding enjoys pride of place on the Royal Challengers Bangalore (RCB) team jersey.
Taking its association with the IPL teams a step forward by bringing it into the homes of fans and consumers, epitomizes the brand’s consumer focused outlook. Kingfisher’s first step in this regard is the upcoming TVC which showcases the brand’s latest player sign-ons, team associations and trademark fun factor. Watching their favourite players from various teams come together in celebration of the exuberant essence of IPL, cricket fanatics get to experience the togetherness and team spirit that “Ooh La Lala Le O” stands for.
Kingfisher plans to magnify its stand as the leader in experiential marketing by introducing premier on-ground activations and exciting digital contests to its consumers and cricket fans.
|Eagerly awaited across ten cities, Kingfisher Bowl Out is a once-in-a-lifetime opportunity where fans are given an thrilling opportunity to try and ‘Bowl Out’ their favourite cricketer, interact with them and experience cricket euphoria like never before.|
|On the pub activations front, Kingfisher Beer Premier League returns bigger and better this season by bringing IPL fans across cities an exclusive evening of cricket, music, unlimited Kingfisher beer and food, sponsored by the brand. Through a unique scoring system, each city competes with the other in order to be bestowed with the coveted Beer Premier League trophy.|
|Kingfisher gives consumers a chance to unleash the filmmakers within with the Kingfisher Big Chair! Contestants are provided an exclusive opportunity to create a short film of up to 60 seconds that showcases their version of the Kingfisher theme song. Complete the campaign theme ‘Divided by ____ United by Kingfisher’ in the most innovative fashion and stand a chance to win cash prizes up to Rs. 1,00,000!|
|For all gaming fanatics, Kingfisher introduces Tricky Cricky wherein a contestant gets to play an exciting cricket centric tab based game, set a power score and challenge a friend to beat his/her score. This extends to neighborhood bars as What a Shot by inviting pub-goers for a round of Table Wars. This gives consumers a chance to play live cricket, bowl, bat and hit sixes on table top game unit specially designed keeping pub ergonomics into consideration.|
|One can partake in the IPL hype and excitement even sitting at home. The Missed call league requires the cricket fan to give a miss call to the Kingfisher number when the team they support scores a 4 or 6 or takes a wicket. |
Kingfisher’s Association with Sports:
Kingfisher’s association with sports began in 1988 with the prestigious Kingfisher Derby. Every year, the Kingfisher Derby crowns the best equine athlete and is a shining example of a great lifestyle sporting event in India. Over the years, the event has expanded exponentially and attracted the crème-de- la-crème of Bangalore with footfalls crossing 20,000 last year!
In 1996, Kingfisher sponsored The West Indies Cricket team which gave birth to the iconic jingle “Ooh La Lala Le O” which is today synonymous with the King of Good Times. The association with cricket deepened with iconic 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 by extending its association to Chennai Super Kings, this season.
1996 also saw Kingfisher’s first foray into the world of speed racing as a sponsor of the Benetton Formula 1 team. The brand has also endorsed India’s best race drivers Narain Karthikeyan & Karun Chandhok. Kingfisher also provided its F1 fans a once in a lifetime opportunity to race with the Force India drivers in a unique go-karting challenge.
Kingfisher co-owns the Kingfisher East Bengal Football Club, the 2003 Asian Champions and three-time winners of the National Football League. The brand sponsors the Kingfisher Pro-League in Goa, which is the premier football league of Goa’s top eight clubs. In addition, Kingfisher sponsors the Goa state football team and organises the Goa Beach Football Tournament annually.
Kingfisher is the sponsor of another I-League team, Lajong FC and hosts the ‘Kingfisher Corporate 5s’, an annual five a side football event at a national level. It also sponsors all key events under the auspices of Indian Rugby & Football Union of India.
Kingfisher is the Official Refresher to India’s top-notch running events including the Mumbai Marathon, the Delhi Half Marathon and the Bangalore World 10k.