Old jingles take a nostalgic trip in IPL season

The Asian Age.  | Ritwik Mukherjee

Business, Companies

Celebrating the true spirit of cricket and Kingfisher, the cricketers can be seen jamming and dropping the mike in a never-seen- before avatar.

This motivational rap spreads the true message of Kingfisher–Divided by teams, United by Kingfisher.

Kolkata: ‘Old is gold’, so they say. And two leading companies in two different sectors have found merit in the maxim, and are bringing back their popular campaigns of yesteryears to add a dash of nostalgia. While Kingfisher has rolled out its signature jingle: Oo La LaLa Le O, in a new avatar to coincide with the IPL season, Britannia has also brought back an iconic campaign, Britannia Khao World Cup Jao, which debuted in 1999.

Britannia has, in fact, teamed up with Big Basket to launch the campaign on its e-commerce portal. The promotional campaign that runs between April and June offers assured prizes and a range of weekly prizes to Big Basket shoppers. The promotion also gives online shoppers a chance to watch a match live at the ICC Men’s Cricket World Cup 2019.

Kingfisher, on its part, has revamped its signature Oo La LaLa Le O by making the cricketers who are divided by teams, to tune themselves to the rapped signature jingle of Kingfisher together, resonating with this year’s ‘Rap’ theme.

Celebrating the true spirit of cricket and Kingfisher, the cricketers can be seen jamming and dropping the mike in a never-seen- before avatar. This motivational rap spreads the true message of Kingfisher–Divided by teams, United by Kingfisher. The rap anthem waxes off the concept of division but focuses on the good times by upholding the true spirit of cricket.

“We understand the dynamic audience and the rap culture which has recently gained momentum in India. Our latest campaign highlights the game of cricket as more than just a sport, but as a medium which brings diverse people together with great pomp and show. Amalgamating the essence of rap, cricket and our tagline divided by team united by KF, we are confident that the rap jingle will spread the good times during the most celebrated cricketing season of the country,” said Gurpreet Singh, Divisional Vice President of Marketing, UBL.

Kundan Joshee, Senior Vice President and Managing Partner at Wunderman Thompson, explained, “The strength of a brand is in how it carries on and refreshes its proposition for younger and newer audiences. And this new commercial from Kingfisher in the form of a rap music video does just that.”

When it comes to the leading biscuits brand, with every purchase of Britannia products worth Rs 99 and above, consumers stand to win assured Britannia products worth up to Rs 25. But more importantly, the promotion has weekly lucky draw prizes and a chance to fly on an all-expenses paid trip to watch a World Cup match.

“It is most rewarding to bring back our iconic ‘Britannia Khao World Cup Jao’ campaign in the biggest way possible on the completion of our centenary year. At the core of what we do at Britannia is to offer choices to consumers. This time, we wanted online shoppers to have a chance to enjoy their favourite game and cheer their favourite cricketers live at the event,” said Ali Harris Shere, Vice President, Marketing, Britannia Industries.

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