Kingfisher announces its partnership with IPL Team Kings XI Punjab

As the most enjoyed sporting event takes the nation by its grip, Kingfisher adds cheer by announcing its association with Kings XI Punjab. Kingfisher beer now becomes the "Good Times' partner for six teams - Delhi Daredevils, Mumbai Indians, Royal Challengers Bangalore, Hyderabad Deccan Chargers, Rajasthan Royals and Kings XI Punjab.

Kingfisher has infused fresh excitement into its iconic television commercial. Ace cricketers Adam Gilchrist, Shaun Marsh, David Hussey, Piyush Chawla and Praveen Kumar from Kings XI Punjab were seen enjoying the Good Times facing the camera to bring alive the "Good Times' moments during the making of the Kingfisher television commercial. Television viewers will enjoy the new refreshed television commercial during the ongoing cricket season featuring 23 different players from six different teams singing to the infectious tune of Kingfisher. Kingfisher lovers could even make their own "Oo la lala le o' version of the Good Times jingle by playing the Thirst Choir: Good Times Cheer Game (facebook application on kingfisherworld.com)

Commenting on the occasion, Samar Singh Sheikhawat, Senior Vice President Marketing, United Breweries Limited said, "Kingfisher is synonymous with sport, which is our biggest marketing activation. The association with India's most loved game ' cricket, is natural. This season we have associated with another team - Kings XI Punjab and will be seen spreading the Good Times experience to six teams. The association which began in 1996 with just one team, The West Indies Cricket Team singing the legendary Oo la lala le o jingle, today has 23 players across six different teams embodying the Good Times with Kingfisher."

He further added, "The summer season and cricket are a perfect blend for Kingfisher and we are initiating a 360 degree marketing approach across TV, OOH, digital, merchandising, in stadia, on ground, player interactions, packaging and consumer and trade contests to bring the Good Times to our loyal consumers."

An evidently excited Adam Gilchrist commented, "I am very excited to be part of the iconic Kingfisher television commercial. I had a gala time shooting the commercial. The jingle is very catchy and I cannot seem to stop humming it. This cricketing season Kingfisher will surely get the ball rolling on the Good Times."

With innovation and creativity at its heart, Kingfisher promises to take the consumer engagement to an all new level through differentiated properties and extending experiences.

Through the "Beer Premium League' the brand is looking at creating a fun filled experience while screening live matches in pubs and bars. For ever pint of Beer ordered consumers win themselves points, at the end of the match the table with the most number of points get gratified with match tickets and more Kingfisher beer.

Kingfisher also aims to reach out to approximately 35 million consumers across the country. Consumers buying Kingfisher beer get instantly gratified or qualify to participate in a lucky draw that will give them a chance to win an all-expense paid trip to watch a match near their home town. The brand will be giving this opportunity to over 5000 consumers across the country.

Digital also plays a pivotal role in ensuring consumers are enthused through contests and activations such as '

- Book Cricket (users to set a power score & challenge a friend. A notification is sent to the user's friend on FB. This Also has an I-pad version).