Unlocking Success: Lifestyle Marketing Insights from Kingfisher CMO Vikram Bahl

Few brands rise above their product categories to become cultural icons. Kingfisher, India’s beloved beer, is one such brand. With its catchy jingles and vibrant ads, it has long symbolized joy and celebration.

But as tastes change and a trend toward premium beverages grows in India, Kingfisher has adapted to attract a new generation. “Kingfisher has always symbolized good times, and that spirit still drives us,” says Vikram Bahl, the Chief Marketing Officer of United Breweries Limited.

Kingfisher began in the 1970s, quickly embedding itself in pop culture. Its memorable “Oo La La La Le O” jingle helped it stand out, especially during its enthusiastic cricket sponsorships.

“Today, Kingfisher is more than just a drink. It’s a representation of youth culture and creative expression,” Bahl explains. The brand has shifted from being a mere beer label to a lifestyle emblem. By engaging with events like music festivals, Kingfisher taps into the vibrant energy of young Indians.

This evolution shows in its newer products, like Kingfisher Ultra and Ultra Max, which cater to those willing to pay for premium experiences. Additionally, Queenfisher, aimed at female consumers, highlights the brand’s inclusive approach. As Bahl notes, “We saw more women choosing beer, inspiring us to create Queenfisher.”

The beverage sector in India has changed dramatically. Rising incomes and urbanization are making consumers seek experiences over products. Today’s youth prefer options with lower alcohol content and unique flavors. This shift has resulted in greater demand for low-alcohol and non-alcoholic beverages.

In recent years, surveys show that women in urban areas are increasingly opting for beer. This trend reflects a broader cultural shift, with beverages once seen as masculine gaining popularity among women.

With changes in media consumption, Kingfisher also evolved its marketing. Moving from simple ads to interactive conversations, the brand now uses platforms like Instagram and YouTube. Bahl emphasizes, “We’re creating content that resonates with our audience, fostering genuine connections.”

In today’s landscape, experiences have become more valuable than products. Kingfisher has integrated immersive experiences into its strategy, hosting curated events that allow consumers to enjoy the brand firsthand. “These activations create a loop of engagement that keeps us relevant,” says Bahl.

To further connect with younger audiences, Kingfisher collaborates with influencers and partners in fashion, music, and comedy. This strategy is about more than visibility; it’s about staying memorable and part of everyday conversations.

As the beer market in India grows with new craft options, Kingfisher isn’t just maintaining its position; it’s evolving. “We want Kingfisher to be part of every occasion, whether it’s a casual weeknight or a festive weekend,” Bahl concludes.

Ultimately, as perspectives shift on what constitutes “good times,” Kingfisher remains committed to its roots while adapting to the desires of a new generation.

For more insights on India’s evolving beer market, click here.

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