Kingfisher Premium Packaged Drinking Water has refreshed its legendary ‘Oo La La’ jingle through two new advertisements featuring players from Lucknow Super Giants (LSG) and Sunrisers Hyderabad (SRH). The Ogilvy-created campaign blends cricket with regional music to appeal to younger audiences.

The LSG film showcases Rishabh Pant, Nicholas Pooran, and David Miller joining artists Bharg and Lothika for their track “Besabar.” Meanwhile, the SRH film features Travis Head, Ishan Kishan, and Heinrich Klaasen in a poolside setting with Tamil rapper Paal Dabba and producer Sickflip performing “Vibe.”

Vikram Bahl, CMO of United Breweries, explained that the campaign represents Kingfisher’s core values of “fun, energy and unforgettable moments” while connecting with younger consumers through regional artists and contemporary musical styles.

Both team CEOs expressed enthusiasm for the partnership. Vinay Chopra of LSG highlighted the alignment with their team values, while K Shanmugam of SRH noted how the refreshed jingle complements their team’s energy.

Puneet Kapoor, CCO of Ogilvy South, revealed the strategic thinking behind the campaign: “Young people love remixing the past, so we let today’s hottest artists give the Kingfisher tune a banger-worthy spin.” This approach modernizes the iconic jingle while maintaining its cultural significance as “the soundtrack to celebrations.”