The fourth season of the TATA Women’s Premier League (WPL), globally ranked No. 2 in viewership, witnessed a renewed focus on immersive fan engagement with Kingfisher Premium Packaged Drinking Water joining the tournament as the Official Good Times Partner.
In partnership with DNA Entertainment Networks Pvt Ltd, Kingfisher Premium Packaged Drinking Water activated a series of high-impact, stadium-led integrations aimed at enhancing the matchday experience. The association blended live fan engagement, music and broadcast innovation to create a high-energy environment for both in-stadium audiences and viewers at home.
As part of the association, Kingfisher Premium Packaged Drinking Water unveiled a vibrant brand film reimagining its iconic sonic identity, ‘O la la la leo’. The playful, high-energy film—Chhori Aayi. Hutt le bro! Oooh la la la, oooh leo!—captured the excitement and confidence of modern cricket fandom, aligning with the growing prominence of women’s cricket. The sonic identity was extended beyond the screen and integrated into stadium entertainment, energising crowds during key match moments.
Adding a distinctive layer to the broadcast experience, the tournament’s Spidey Camera was rebranded as the Kingfisher Bird Cam, offering aerial, bird’s-eye views of on-field action. The integration was supported by on-air commentary call-outs, highlighting key moments captured through the camera.
The brand further strengthened its association with decisive moments on the field by instituting a special on-ground recognition. The batter with the highest number of sixes in the tournament was awarded a Kingfisher trophy featuring the KF Bird, celebrating power-hitting performances across the season.
Vikram Bahl, Chief Marketing Officer, United Breweries Limited, said, “We believe great sporting moments are best experienced when fans feel truly connected to the action. Our association with the TATA Women’s Premier League reflects our focus on creating high-energy, immersive fan experiences that bring audiences closer to the game- both inside the stadium and on screen.”
Through multi-touchpoint integrations spanning live entertainment, broadcast innovation and player recognition, and in association with the Board of Control for Cricket in India (BCCI) and DNA Entertainment Networks Pvt Ltd, Kingfisher Premium Packaged Drinking Water reinforced its positioning around sports, celebration and shared experiences.
