Kingfisher Premium Packaged Drinking Water from United Breweries, part of the Heineken Company, has rolled out a campaign 'The Good Times Groove', where it reimagines its iconic 'Oo La La' jingle, transforming it into a vibrant clarion call for good times.

Conceptualised by Ogilvy, the campaign comprises two ad films.

The films starring players from Royal Challengers Bengaluru (RCB) and Rajasthan Royals (RR), each celebrating Kingfisher’s legacy of fun and refreshment. The RCB film spotlights Virat Kohli, Krunal Pandya, and Tim David, as a casual poolside moment turns into an electrifying celebration powered by Vibe - a high-energy track by Tamil rapper Paal Dabba and producer Sickflip.

Meanwhile, the RR film features Sanju Samson, Shimron Hetmyer, and Nitish Rana, where a laid-back setting transforms into a spontaneous groove session with Taambdi Chaambdi, performed by Shreyas and Kratex and remixed by the viral British duo Altego.

At the heart of both films is a reimagined version of Kingfisher’s iconic 'Oo La La' jingle, now remixed with fresh beats and regional flavour to resonate with a younger, culturally plugged-in audience. Bursting with energy, rhythm, and star power, the films reaffirm Kingfisher as the go-to companion for every moment worth celebrating.

What we think about it: Hits all the right notes by remixing its iconic jingle into a high-energy regional anthem. Featuring RCB and RR stars alongside indie music talents, the ad brings cricket and culture together in a visually rich celebration. As a music lover, the catchy, well-produced tracks made it an irresistible watch.

Vikram Bahl, chief marketing officer, United Breweries, said, "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, 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, Gameface Asia, said, “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, Ogilvy South, added, “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!”

CREDITS:

Client: Kingfisher Premium Packaged Drinking Water

Agency: Ogilvy

Music artist collaboration and campaign management: Gameface Asia

Film production: Crazyfew Films