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Tag: Leandro Petersen

  • Kingfisher revamps O la la la leo with football stars

    Kingfisher revamps O la la la leo with football stars

    MUMBAI: When football meets flavour, you get Kingfisher’s latest twist on a classic. Kingfisher premium packaged drinking water has reinvented its signature O la la la leo jingle in a lively acappella format, enlisting Argentina’s football legends Lionel Messi, Emiliano Martinez, Enzo Fernandez and Nicolas Tagliafico to turn music into motion.

    The campaign, created by Ogilvy, ditches instruments entirely, layering beatboxing, humming, whistling and harmonies to celebrate Kingfisher’s globally recognised anthem of good times. Fans and players share the spotlight in a split-screen spectacle, syncing ball tricks to rhythm in a seamless dance of sport and sound. From high-energy dribbles to perfectly timed passes, every move echoes the jingle’s infectious beat, uniting football and music in a festival of flair.

    “This campaign marks an exciting step in Kingfisher’s global journey,” said United Breweries Limited chief marketing officer Vikram Bahl. “By bringing our signature jingle into international football, we are connecting with audiences in a way that is both playful and powerful. Sport and music speak the same language, and together, they create unforgettable experiences.”

    AFA chief commercial and marketing officer Leandro Petersen added, “The acappella treatment combined with our players’ energy reflects the vibrancy and passion that define football. It’s a celebration of rhythm, unity and joy.” Ogilvy South chief creative officer Puneet Kapoor summed it up, “What started as India’s party soundtrack is now a global groove, uniting fans, friends and football legends. When O la la la leo drops, it’s a signal to Messi, Tagliafico, Fernandez and Martinez to raise their glasses and let the good times roll.”

    The brand film will be streamed across Meta, Youtube and television, bringing this high-octane, rhythm-packed experience to football enthusiasts and Kingfisher fans alike, proving that good times can now be scored in goals and grooves alike.

  • Kingfisher kicks off with Messi’s men in India

    Kingfisher kicks off with Messi’s men in India

    Mumbai: Kingfisher Premium Packaged Drinking Water has signed on as the regional sponsor of the Argentine Football Association (AFA) in India, marking a major score for the United Breweries-owned brand as it looks to deepen ties with India’s most football-mad regions.

    The partnership, officially unveiled at Buenos Aires’ iconic River Plate Stadium, saw Mohit Raina, category head at Kingfisher, join Leandro Petersen, AFA’s chief commercial and marketing officer, to seal the deal.

    With the tie-up, Kingfisher aims to dribble deeper into India’s football heartlands — from West Bengal and Kerala to Goa and the Northeast — with campaigns that blend sport, celebration and its signature message of togetherness.

    The collaboration includes grassroots football initiatives, immersive fan experiences, and a digital blitz to rally support across platforms. But the real kicker? The Argentine national team — reigning world champions — is expected to play a high-voltage international friendly in Kerala come October 2025. With Messi and co likely to light up the pitch, the event is already generating massive buzz.

    For Kingfisher, it’s not just about hydration — it’s about being where the passion flows.

    AFA chief commercial & marketing officer Leandro Petersen, expressed his enthusiasm about the collaboration “We are excited to welcome Kingfisher Premium Packaged Drinking Water as a Regional Sponsor in India. This partnership not only enhances our presence in one of the world’s most vibrant football markets but also aligns perfectly with our vision to connect with fans globally through meaningful and engaging collaborations.”

    United Breweries Ltd CMO Vikram Bahl shared his perspective on the partnership, “Partnering with the Argentine Football Association marks a proud milestone for Kingfisher Premium Packaged Drinking Water.  Football has a remarkable ability to unite communities and inspire fans. Through this collaboration, we aim to bring that energy to life through meaningful experiences and memorable campaigns that celebrate the game and reflect the vibrant spirit of our brand.”

    For Kingfisher, it’s not just about hydration — it’s about being where the passion flows.

  • ITC’s Sunfeast YiPPee and Bingo became the regional sponsor of AFA

    ITC’s Sunfeast YiPPee and Bingo became the regional sponsor of AFA

    Mumbai : In an recent move that is certain to delight football fans in India, Bingo! And Sunfeast YiPPee! from ITC Ltd have joined hands with the Argentine football association (AFA), as their official regional sponsor.

    The World Champion Argentina Football team enjoys huge fan following in India. The admiration for the team and game is significantly growing especially among the young audience. YiPPee! and Bingo! as youth-oriented brands, are all about fun, excitement, being playful, which beautifully resonates with the spirit of AFA.

    As part of this partnership, YiPPee! and Bingo! will harness the rich legacy of AFA to engage with consumers through a series of unique initiatives. Participants will have the chance to win match tickets, meet and greet team players, branded merchandise, memorabilia and much more. Further, through this association the brands aim to deepen their reach and offer unparalleled experience that celebrates the shared adoration for the sport.

    Celebrating the partnership, the respective brands unveiled exclusive packs featuring star players like Lionel Messi, Ángel Di María, Julián Álvarez and Emiliano Martínez, merchandise and memorabilia at an event held at ITC Sonar.

    Commenting on the exciting association, ITC Foods, vice president & head of marketing, snacks, noodles & pasta, Suresh Chand, said, “As brands, we are constantly pursuing innovative ways to connect with our audience. Our partnership with World Champion Argentina, is a testament to our continuous efforts to delight our consumers by offering them memorable experiences. Through this collaboration, we aim to elevate the fan experience and deepen our connection with consumers, offering them unique opportunities to immerse themselves in their beloved sport.”

    Echoing the excitement, Argentine Football Association chief commercial and marketing officer Leandro Petersen said, “We are thrilled to welcome Bingo! and YiPPee! as our regional sponsor in India. Football possesses the power to transcend borders and cultures, and we are confident that this collaboration will not only amplify the love for the sport in India, but also create unforgettable experiences for fans. Together, we look forward to crafting cherished memories for fans across India.”

    YiPPee! also launched a unique G.O.A.T (greatest offer of all time) promo, where participants will have to sign up for the contest and share their YiPPee! happy moment with the Argentina football players to receive personalised digital memorabilia and compete to win original autographed jerseys and several other AFA branded merchandise.