MUMBAI: Kingfisher has launched a new advertising campaign, to be aired during the Indian Premiere League, which features 21 cricketers from four IPL teams - Royal Challengers Bangalore, Delhi Daredevils, Deccan Chargers and Rajasthan Royals. 
 
The 30 second TVC will be aired during the IPL matches on Set Max and other channels across various genres that include news channels, movie channels and music channels.
 
Says United Breweries SVP marketing Samar Singh Sheikhawat, "Kingfisher has always been associated with fun, fashion and sports. This IPL, we have lined up a series of marketing initiatives across the country to enable cricket lovers to feel the excitement and live the spirit of the sport. This TVC is all about creative humour and fun, and revives the legacy of the famous Kingfisher jingle that has been associated with sports for many years now."
 
Conceptualized by JWT, the ad has been shot in Bangalore, Hyderabad, Mumbai and New Delhi.