Kingfisher Premium Packaged Drinking Water, from United Breweries Ltd and part of the HEINEKEN Company, has unveiled a vibrant new campaign, giving its legendary “Oo La La” jingle a bold, modern twist.
Staying true to its legacy as the "King of Good Times", Kingfisher has launched two energetic brand films in partnership with Indian Premier League franchises Royal Challengers Bengaluru (RCB) and Rajasthan Royals (RR). Each film features popular players and trending regional music artists, blending cricket, culture, and sound into a celebration of youthful energy and spontaneity.
The campaign features two tracks. Taambdi Chaambdi by Shreyas and Kratex, remixed by viral British duo Altego, brings a bold vibe to the RR film, where a laid-back poolside hangout with Sanju Samson, Shimron Hetmyer, and Nitish Rana transforms into a rhythmic celebration. Meanwhile, the RCB film showcases Virat Kohli, Krunal Pandya, and Tim David, turning a relaxed moment into an electrifying poolside party, fuelled by Vibe, a collaboration between Tamil rapper Paal Dabba and producer Sickflip.
Conceptualised by Ogilvy South, the campaign is titled Kingfisher Good Times Grooves and is designed to connect the brand’s heritage with a new generation through music and sport—two cultural powerhouses in India.
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, stated, "This campaign reflects everything Kingfisher stands for—fun, energy, and unforgettable moments. In partnership with Royal Challengers Bengaluru and Rajasthan Royals, the brand films bring this spirit alive. By giving our iconic ‘Oo La La’ jingle a fresh, modern twist with regional artists and blending it with chart-topping tracks, we’re connecting with a younger generation that loves the fusion of music, sports, and culture. With cricket and music at the heart of India’s spirit, this campaign perfectly captures the essence of Good Times.”
Rajesh V Menon, COO of Royal Challengers Bengaluru, added, “We’re thrilled to partner with Kingfisher on a campaign that truly celebrates the passion and vibrancy of our fans. The refreshed ‘Oo La La’ jingle brings an exciting new energy that mirrors the spirit of RCB. This collaboration perfectly captures the pulse of our fans and the essence of Good Times, both on and off the field.”
Aparajita Misra, Partner at Gameface Asia, explained the creative process, “Kingfisher came to us with one clear ask: revive ‘Oo La La’ for a new generation. From there, it was about creating a cultural moment. At Gameface, we act as pop culture architects—curating sounds, artists, and stories that feel not just relevant, but ownable. Vibe was created with Tamil rapper Paal Dabba and producer SickFlip, and we licensed the global hit Taambdi Chaambdi, courtesy of Warner Music India via Spinnin’ Records, remixed by viral British duo Altego. These weren’t just tracks—they marked a new format where brand and music merged seamlessly. Kingfisher gave us the freedom to lead with artistic expression, embedding the brand into the artist’s world—not the other way around. The result: a sound that feels fresh, ownable, and unmistakably Kingfisher."
Puneet Kapoor, Chief Creative Officer at Ogilvy South, said, “For decades, Kingfisher has been the life of the party—synonymous with spontaneous fun. With its 'King of Good Times' philosophy and the unforgettable ‘Oo 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 and Shreyas, who turned it into a fire soundtrack—ready to ignite every party, starting with the cricket teams!”
The brand films are now live online and on-air, featuring a limited-edition Kingfisher Good Times Groove bottle as part of the campaign.
