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Tag: Vikram Bahl

  • 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.

  • United Breweries brings back Bengal’s iconic Kalyani black label strong

    United Breweries brings back Bengal’s iconic Kalyani black label strong

    MUMBAI: Pour decisions just got easier in Bengal. United Breweries Limited (UBL), part of the Heineken group, has relaunched the iconic Kalyani black label strong in West Bengal, reviving a brand that has been part of the state’s cultural fabric for generations.

    First brewed on the banks of the river Kalyani, the strong-tasting beer has long been a favourite across eastern India, often remembered as the first sip of beer for many. With its bold flavour and loyal following, the relaunch aims to blend nostalgia with novelty, reconnecting with long-time fans while enticing a new wave of drinkers.

    Available at just Rs 140 for a 650ml bottle, the pricing makes it as accessible as it is iconic. United Breweries, CMO, Vikram Bahl explained, “Kalyani black label strong is deeply rooted in Bengal’s beer culture. By relaunching it at an attractive price point, we celebrate its legacy while inviting a new generation to enjoy it.”

    The brand is positioned to reinvigorate the strong beer segment in West Bengal, standing shoulder to shoulder with UBL’s wider portfolio, which includes Kingfisher, Heineken, and Amstel.

    With its return, Kalyani black label strong isn’t just a beer on the shelf, it is a toast to heritage, taste, and Bengal’s enduring love for a bold brew.

     

  • 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.

  • United Breweries launches Kingfisher Flavours, expands beer portfolio

    United Breweries launches Kingfisher Flavours, expands beer portfolio

    MUMBAI: It’s brewing up new flavours for its bubbly and frothy beer. India’s largest beer maker United Breweries Limited (UBL) and part of the Heineken, has expanded its Kingfisher brand with the launch of Kingfisher Flavours, featuring two unique variants: lemon masala and mango berry twist. Inspired by the vibrant energy of Indian street culture, these new flavors aim to redefine the beer experience in the flavored beer category.

    The Kingfisher Flavours range merges innovation with consumer preferences for premium beer experiences, appealing particularly to a younger demographic seeking bold and unconventional tastes.

    UBL  chief marketing officer Vikram Bahl  stated: “With Kingfisher Flavours, we’re tapping into India’s vibrant street culture and reimagining it to resonate with GenZ consumers. These flavors celebrate local ingredients and the spirit of experimentation.”

    Currently available in Goa and Daman, Kingfisher Flavours plans to expand to other regions soon, offering more consumers a taste of this innovative product line.

    The launch event in Mumbai featured live performances and merchandise unveilings from artists including Karan Kanchan, Yung Raja, and Rhea Chakraborty, further amplifying the celebration of local culture and creativity.

  • The Glitch conceptualises #RiseUpChallenge for Horlicks Protein+

    The Glitch conceptualises #RiseUpChallenge for Horlicks Protein+

    MUMBAI: The Glitch, an independent creative agency under GroupM, recently created a digital campaign called #RiseUpChallenge for the brand Horlicks Protein Plus. The campaign was aimed at generating awareness about muscle health among urban consumers who are 30+ in age.

    Horlicks Protein+, a protein variant under Horlicks, aims to spread awareness about muscle health deterioration. Due to lack of awareness, people fail to identify the early symptoms of poor muscle health.

    The Glitch came up with an easy yet engaging digital solution for the brand’s core messaging. A video film was created showcasing six individuals from different backgrounds, participating in a simple test to help identify their muscle strength. The test required them to attempt to stand up from a seated position balanced on one foot, with the other foot stretched straight ahead and arms folded. Completing the test would indicate the person has good muscle health.

    GSK Consumer Healthcare India executive vice president marketing Vikram Bahl said, “Muscle health has a crucial role in the normal functioning of a human being. However, it usually goes untracked. With this campaign, we intend to educate the people about the importance of muscle mass and how it starts declining as they move into their 30’s. We are confident that after taking up the challenge, people will understand its significance and take corrective actions for building muscle strength and consequently foster a healthy lifestyle. Horlicks Protein+ is an offering from our portfolio to help consumers with quality protein intake.”

    The Glitch amplified the video on social media platforms using the #RiseUpChallenge, which then evoked interest from various influencers who attempted the challenge and further nominated their influencer friends to assess their muscle health.

    Commenting on the campaign The Glitch founding partner Kabir Kochhar said, “We used a seemingly simple test as a vehicle to draw attention to diminishing muscle health and thereby the need to consume adequate protein. Through the #RiseUpChallenge, we were able to make the consumer aware that poor muscle health could be the reason behind their tiredness.”

  • Boost enables young sports enthusiasts to share their tips and ideas with Virat Kohli and MS Dhoni

    Boost enables young sports enthusiasts to share their tips and ideas with Virat Kohli and MS Dhoni

    MUMBAI: Boost, one of GSK’s leading brands in Health Food Drinks category, has garnered interest and support from young sports enthusiasts with its new campaign, ‘Exams are On’. With this campaign, Boost created a platform to share tips and tricks with their brand ambassadors, Virat Kohli and Mahender Singh Dhoni. Within a span of 4 weeks, more than 25,000 ideas and wishes have poured in for the cricket stars.

    The campaign ‘Exams are On’ came alive through interactive kiosks which were set up across 10 cities at schools, cricket academies and shopping malls. The young fans are also sharing their winning ideas with Virat Kohli and MS Dhoni by giving a missed call on 99998-86611 and recording their voice messages. 

    Fans can follow the campaign on Twitter, Facebook and Instagram through the handle #ExamsAreOn.

    Vikram Bahl, Executive Vice President Marketing, GSK Consumer Healthcare India said, “Our initiatives at Boost, have been focused at motivating young sports enthusiasts to play a bigger game so far. However, with this campaign, we are giving them a chance to motivate their cricket heroes, Virat Kohli and MS Dhoni. Young fans tend to speak to their television sets and share their thoughts while watching cricket match, trying to help their favourite team/players win. Boost wanted to give a voice to this emotion through the new platform.”

  • Horlicks urges women to #StandStrong

    Horlicks urges women to #StandStrong

    MUMBAI: Women’s Horlicks has introduced its latest campaign featuring the new face of the brand, Taapsee Pannu. The initiative seeks to bring to the fore the issue of bone health among women in India and envisions to make them #StandStrong in following their passions.

    The campaign features Taapsee manoeuvring multiple challenges throughout her day. Focused on how women today rely on their bones to support their strength to pursue their passions, the campaign sees Pannu depict how bone strength is a big part of how she’s able to deliver her best day in and day out.

    One out of every two women suffer from low bone mineral density after 30 years of age. That women do not see the issue as amongs the top health concerns is major cause of worry. The #StandStrong platform, targeted primarily at women over 30 years of age aims to create conversations and educate the consumers about bone health with a clear call to action for women to take firm steps towards ensuring they have strong bones.

    GSK Consumer Healthcare India area marketing lead, nutrition and digestive health Vikram Bahl says, “The issue of bone health, while a less discussed one, is a key determinant of physical strength, especially after the age of 30. We seek to bring to attention the importance of bone health in helping women stay physically strong. We are confident that our partnership with Taapsee will help generate the required awareness about bone health among women and be a catalyst for them to #StandStrong.”

    Actor Taapsee Pannu adds, “I’ve always followed the belief that there is nothing that a woman can’t achieve if she is determined and builds the strength to do so. The I #StandStrong platform launched by Women’s Horlicks is a perfect representation of this mantra. It is inspiring women to invest in their physical strength in this case supported by strong bones.”