With many consumers stuck at home during the pandemic beer brand, Kingfisher developed a digital campaign to enjoy Kingfisher with friends over a video call. However, there was a larger opportunity in the space of ‘At-Home’ Consumption. This potential had not been tapped before. Since the scenario changed, the brand sought to bring people together at home over a Kingfisher.
The brand has recently launched a new campaign with a series of commercials, each leading up to the key message- Ghar Pe Kingfisher (Kingfisher at home), under the brand’s umbrella thought – Kya Plan Hai?! (What’s your plan?)
The first commercial in this series shows a young boy in his mid-twenties who’s hidden some Kingfisher in the fridge only to be caught by his father. Much to his surprise, his father gives him permission to have it And we see both them sharing a sweet moment over a Kingfisher.
“Beer is a social lubricant and with social contact being reduced and people confined to the house, the need of the hour was to build home consumption and challenge mindsets,” said Kundan Joshee, Sr VP and Managing partner, Wunderman Thompson India, South. “There was an opportunity to build permission to drinking at home and break the generational divide regarding drinking.”
“Promoting home consumption was a challenge, we’ve tried to do something that’s really fresh,” said Sameet Ali Soni, Senior Creative Director, Wunderman Thompson, Bangalore.
The first commercial has gone live digitally and will be spread across a mix of Facebook, Instagram, and OTT platforms.
Client: UB Group
Agency – Wunderman Thompson, Bangalore
Chief Creative Officer: Senthil Kumar
Sr.VP & Managing Partner: Kundan Joshee
National Creative Director: Priya Shivakumar
Senior Creative Director & Copywriter: Sameet Ali Soni
VP & CSD: Nitin Mohan Goyal
Senior Creative Director: Sanjay Bhat & Rahul Bhojraj
Account Management: Anvesha Sinha
Planning: Shazia Sattar Khan, Shujoy Dutta
Production House: Bonobo Pictures
Director: Naved Ahmed
Producer: Raza Surti
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