IPL's #KingfisherMannequinChallenge helps fan see the lighter side of the players

IPL's #KingfisherMannequinChallenge helps fan see the lighter side of the players

Internet viral trends integrated with marketing campaigns often make for a good strategy, especially when promoting India's own version of 'Superbowl' - the Indian Premiere league (IPL).

Kingfisher, one of the sponsors for IPL, employed their own version of internet viral sensation Mannequin Challenge , the #KingfisherMannequinChallenge, and engaged all the IPL teams.

It is a part of the ‘Divided By Teams, United By Kingfisher’ campaign. All the teams are challenging each other to do the #KingfishermannequinChallenge.

Kishore Tadepalli, senior vice president and managing partner at JWT Bangalore, the agency behind the campaign, commented on the campaign: "While all these years fans have seen their favourite players sing and dance to the ‘Olalalalaleo jingle’, we knew we wanted to take the celebration a notch higher at this grand stage of IPL 10."

The Kingfisher Mannequin Challenge gives an opportunity to the IPL fans to see their favourite cricketing stars from around the world in all their glory, frozen on screen. It catches their attention on television and keeps the curiosity until the end of the film, doing justice to the grand scale of the Indian Premier League.

Samar Singh Sheikhawat, senior vice president of marketing at United Breweries Limited, said: “For a decade, Kingfisher has brought together a majority of the teams and fans of the most exciting Premier T20 club Cricket Tournament. Each year we have successfully captured the essence of the brand with our much-acclaimed campaigns under the headline ‘Divided by Teams, United by Kingfisher’. This year we celebrate 10 years of ‘Good Times’ with the Kingfisher Mannequin Challenge, which by far has been the most fun and exciting content on social media. We took the mannequin challenge up a notch by blending it with the spirit of the game and got the fans excited with a series of videos that featured their favourite teams. The response to the campaign has been tremendous and we hope the ‘Good Times’ experience gets better every year.”

The campaign surely helps the fan see the lighter side of the players off field after they battle it out on field.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.