Kingfisher’s “The King of Good Times” is my choice of commercial advertisement for review without a second thought. It so grows on me like on most other viewers that I keep humming it almost throughout my day. Brand Kingfisher has always played to their strengths and this IPL season they have done it again with their karaoke commercial: “Ooo la la la la le o” featuring the superstars of the IPL–T20 teams that they are in partnership with. This advertisement is a classic example of how their brand image has evolved over the years without appreciable change in their brand value. I confess that I have been truly floored by this advertisement, for besides its commercial motive, it brings in a sense of oneness amongst the IPL teams from different franchises and makes me marvel at how they are so different, yet so similar.
The advertisement begins with the ‘wizard of spin’ and captain-cum-coach of the Rajasthan Royals, Shane Warne setting up the tone with his ooo la la la le o, and a few other swashbuckling cricketers such as Daniel Vettori, Kumar Sangakkara and Virender Sehwag joining in, with each of them quoting the catch-phrase in his own way. As one would expect, their crooning seems rather incoherent and leaves Rahul ‘The Wall’ Dravid – one of the prized buys of the Rajasthan Royals this season wonder if it is really right. This drama happens with minimal percussions of the Caribbean flavour on the background complementing their crooning. This observation causes a momentary silence of trepidation and attracts mixed emotions from the four crooners. A four-frame view shows them emoting where Sehwag knocks the misspelt letters off with a gesture resembling a loft towards the mid-on boundary.
What follows with the fading jungle beats is a gamut of cricketing superstars from the IPL franchises associated with brand Kingfisher painting the town red on a pseudo cricket stands backdrop. Among other things, one gets to see AB De Villiers, Tillakaratne Dilshan and Virat Kohli harmonize, Morne Morkel peek-a-boo David Warner and Aaron Finch and Jean-Paul Duminy shake his legs with a two-horned Kingfisher hood on a lighter vein. The pace duo of Ishant Sharma and Dale Steyn join the party and do their bit to add a new dimension to what is already a lively video. Then we have Warner and Finch trying to head Morkel’s hands lifted high. The stars continue to entertain as Ross Taylor and Shaun Tait enter with a bunch of cheer leaders who do what they do best.
The best part about this ad is that they have used the ‘push and pull management’ strategy to their advantage wherein the brand has tried to push this as an inalienable part of cricket. The ‘push’ was intentional and thus, they have managed to ‘pull’ viewers by virtue of their durability and an already established brand value. The icing on the cake is the caption that comes towards the end of the advertisement which reads “Divided by teams, United by Kingfisher“. The video does enough justice by conveying this message to the viewers hands down. Every time I see this advertisement, the only thing running through my mind is “Ooo la la la la le lo” and it makes me want to think that I should also cohere with people the “Kingfisher” way!!
Sreya Raghavan (SOIL HRLP Class of 2012)
Image Source: [http://business-vitals.com/wp-content/uploads/2011/05/87.jpg]