Ad Campaigns
Cricketers from different teams unite for first time to for Kingfisher TVC, use only handheld modes
New Delhi: The ‘Singing cricketers’ dancing to the Kingfisher jingle O la la Leo O has become the first ever television commercial shot entirely by the cricketers themselves/
The TVC is aimed at cricketers celebrating on the streets in their respective cities and interacting with their fans.
This is claimed to be the first ever campaign shot entirely in a selfie mode – using hand held phones, cameras, selfie sticks and drones
The TV campaign took 24 international cricketers and close to a thousand fans to create this magnum opus.
In the current season of T20 Indian Premier League, Kingfisher is associated with six of the eight teams – Royal Challengers Bangalore, Rising Pune Supergiants, Mumbai Indians, Sunrisers Hyderabad, Delhi Daredevils and Kings XI Punjab.
UBL Senior Vice President Marketing Samar Singh Sheikhawat said “True to the tagline ‘Divided by teams, United by Kingfisher’, the newly launched television commercial for this season’s T20 extravaganza captures the spirit of camaraderie and sportsmanship that binds the teams together. Our latest campaign highlights the game of cricket as more than a sport; it is a medium that brings together diverse people in celebration and revelry. This is in perfect sync with Kingfisher’s positioning as the Original Social Network – some of the best memories are made while watching a game of cricket and sipping on some cold Kingfisher brew!”
In March, Kingfisher introduced the first of its kind Special Edition Cricket Pack, which combined the love for the game and the power of the innovation, to bring this experience in to every consumer’s hand.
This was followed up by a new TV commercial themed around its campaign ‘The Original Social Network’. Building up the crescendo, the iconic ‘Oo la la le lo’ advertisement hit the screens, featuring cricketers singing and celebrating on the streets of their respective home cities.
The TVC can be viewed at:
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
