Bangalore: Kingfisher Storm, the latest offering from United Breweries Limited, launched its first TVC in association with ‘WOOFER’, the hit Punjabi song produced by BeingU Music that has taken the music world by storm. The song kicks off BeingU Music’s initiative, ‘Global Punjabi Movement’, to put Punjabi music on the global map.
Kingfisher Storm has based its consumer engagements on this music genre, as it is most prominent with the youth. The TVC which has been derived from the official music video of ‘WOOFER’, featuring Dr. Zeus, Zora Randhawaand Nargis Fakhri was aired on electronic and digital channels.
Commenting on the association, Gurpreet Singh, Assistant Vice-President, Marketing, United Breweries Limited, said – “’WOOFER’ is a spectacular collaboration of international artistes coming together for a groovy ‘Punjabi Global’ single. The genre and Woofer’s music video resonate well with Kingfisher Storm’s attitude and style. Storm stands for all that is trending and spirited. The youth continue to seek content, relevant to their taste, and Storm’s association with ‘WOOFER’ is sure to hit the sweet spot. We expect this song to be the ‘hit song’ at every party.”
BeingU Music founders Akshit Kumar & Gurjot Singh said, “Our aim is to take the Indian music industry to the global platform. Our first song ‘WOOFER’ is a personification of the same. Our association with Kingfisher Storm, further strengthens our vision.”
Commenting on the association, Dr. Zeus said, “My song ‘WOOFER’ is kind of unique. It has different swag, it is great to be associated with the king of good times – Kingfisher, and now we are gonna be hitting everywhere like a Storm”
Advertising agency Triton Communications has been part of the entire journey, having created the requisite communication for Kingfisher Storm’s launch and promotion. It created the campaign – ‘Swag Mera Style’ that resonated well with the young audience. Talking about the journey, Virendra Saini – Executive Director, Triton Communications, says, “We have been associated with Brand Kingfisher for more than a decade, and with every new brand launch there is an attempt to engage the audience, in the most relevant way possible. The latest association with this international super hit music video has been a successful one. This song has the swag factor, which is a perfect fit for Kingfisher Storm, for it resonates well with today’s youth and their confident style. The peppy music video ‘Woofer’ amplifies this association, which is in line with its brand values. Within 48 hours, the music video became a huge success, with 10 million views. Till date it has garnered more than 41 million views, and still counting. Working on the campaign was a unique experience. This gives us, and the brand, a push in the right direction.”
