Kingfisher Premium Packaged Drinking Water from United Breweries has come on board as the co-presenting partner for Karan Aujla’s P POP Culture India Tour 2026, strengthening its association with music-led cultural experiences.
Video 1: https://www.youtube.com/watch?v=fGWQSQqSdOE
Video 2: https://www.youtube.com/watch?v=7LYj5xcSTIU
Video 3: https://www.youtube.com/watch?v=SlnXRFr_lfM
As part of the collaboration, the brand will feature prominently across on-ground activations and digital platforms throughout the tour. Central to the partnership are three brand films starring Aujla, who reimagines Kingfisher’s iconic ‘Oo La La La Le O’ jingle in Afro, Punjabi and Funk styles. The reinterpretations aim to blend nostalgia with contemporary sound, aligning the brand’s “Good Times” philosophy with evolving music trends.
The multi-city tour is scheduled to run from February to April 2026, covering Delhi, Mumbai, Pune, Chandigarh, Indore, Bengaluru, Kolkata, Jaipur and Lucknow. Through this association, Kingfisher seeks to deepen its cultural relevance among young consumers by tapping into one of India’s most dynamic live music movements.
Vikram Bahl, chief marketing officer at United Breweries, said music remains a strong passion point for the brand’s audience. He noted that reimagining the classic jingle across diverse genres brings a fresh cultural expression to Kingfisher’s legacy while creating shared moments of celebration.
Karan Aujla added that collaborating with Kingfisher felt like a natural fit, given the shared spirit of music and celebration. He described the reinterpretation of the iconic jingle as an opportunity to respect its legacy while infusing it with his distinct style and energy.
