Vijay Mallya is a well-known name in the world of business. Known as the ‘King Of Good Times’, he was one of the wealthiest businessmen in the country and the man behind big brands, like Kingfisher, Royal Challenge w***key, IPL team, RCB and more. He was the former Chairman of United Breweries, but had to step down after legal issues. In a recent interview, he revealed how one of the most iconic jingles in the world of advertising, Oh La La La Le O was conceived, which became synonymous to his brand, Kingfisher and a cultural sensation in the 2000s.
Vijay Mallya reveals Oh La La La Le O was inspired by the fun and carefree personalities of West Indian cricketers
Vijay Mallya recently made a surprise appearance on Raj Shamani’s podcast, where he answered a variety of questions related to his personal life and business decisions. Among other things, the businessman recalled how the catchy jingle of Oh La La La Le O, which became a sensation in the country, was born. He tried to create a fun and carefree personality for his brand, Kingfisher and in the same bid he sponsored the West Indian Cricket Team in 1996, and Kingfisher’s logo was placed on their jerseys.
He explained that the West Indian cricketers were known for their vibrant and jovial personality on and off the field. In this way, he tried to shape Kingfisher’s identity by using the blend of cricket, music and lifestyle which gets etched in the mind of common people. So, in this bid, the iconic jingle of Oh La La La Le O was made, which aligned with Kingfisher’s philosophy of offering ‘good times’. In his words:
“The personalities of West Indian cricketers are fun, dancing, music and their entire swagger that suited the Kingfisher brand that was when the jingle was conceived which lives on till today.”
Vijay Mallya reveals why he bought the RCB franchise in IPL
The iconic jingle Oh La La La Le O introduced in the 90s had featured in multiple advertising campaigns of Vijay Mallya’s brand. The jingle was attached with his IPL team, Royal Challengers Bangalore, in 2008 where popular cricketers like Virat Kohli, AB De Villiers and Chris Gayle hummed it. In the same conversation, Vijay shared that he also bought RCB to promote his brands, Kingfisher and Royal Challenge w***key. Recalling how he was impressed with Lalit Modi’s pitch to buy an IPL team, he said:
“I paid 112 million USD, the second-highest bid because I believed in the potential. I wanted RCB to be a brand that stood for excellence, not just on the field but off it, too. That’s why I tied it to Royal Challenge, one of our top-selling liquor brands, to give it that bold identity.”
More about Vijay Mallya
Vijay Mallya is a renowned Indian businessman and a former Member of Parliament. He was known for his flamboyant lifestyle and served as the chairman of United Breweries Group. The company opened popular liquor brands like Kingfisher. His business spread across industries like aviation, alcohol, and sports. Vijay also purchased the IPL franchise, Royal Challengers Bangalore in 2008. However, later, his empire crumbled due to bankruptcy and legal cases. He left India 2016 and stayed away from media. However, in the recent podcast, he mentioned that his flamboyance was more about his marketing strategy and less about his personality.
What do you think about Vijay Mallya’s plans behind making the jingle, Oh La La La Le O’ for advertising?
Next Read: Akhil Akkineni’s Bride, Zianab Wore Diamond Jewellery And Ditches Usual South Indian Gold Jewels