Kingfisher Brings a Warm Commercial for a Cold One

Kingfisher has partnered with Wunderman Thompson South Asia to produce a new spot for the drinks brand. Due to the pandemic, most consumers are stuck at home, so 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 embarked on a new journey 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?)

Multiple commercials show people at home coming together over a Kingfisher.

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. We see them both sharing a sweet moment over a Kingfisher.

Speaking about campaign Kundan Joshee, senior VP and managing partner, Wunderman Thompson India, South, said: “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. There was an opportunity to build permission to drinking at home and break the generational divide regarding drinking.”

Sameet Ali Soni, senior creative director, Wunderman Thompson, Bangalore, added: “Promoting home consumption was a challenge, we’ve tried to do something that’s really fresh.”

The first commercial has gone live digitally and will be spread across a mix of Facebook, Instagram and OTT platforms.