Home >> Digital >> Article

Kingfisher takes to crowd sourcing to create a new lingo - ‘Kinglish’

04-November-2013
Font Size   16
Kingfisher takes to crowd sourcing to create a new lingo - ‘Kinglish’

Have you ever imagined pub hoppers creating a font? Can the Queen’s English be given a King-sized expression? For the first time ever and as a build up to the recently concluded 9th edition of Kingfisher Premium - The Great Indian Octoberfest 2013, the brand came up with a specially designed font called Kinglish – the world’s first crowd sourced font. Created by JWT Bangalore and King of Good Times, Kingfisher, the whole new font was contributed by none other than the party animals.

Kingfisher Premium saw the opportunity for the foamy brew of youth culture to speak in a lingo of its own. The beer brand hit the most happening watering holes in Bangalore and challenged the patrons there to spell a whole new language. Kingfisher invited its fans to put their beer to work and decipher a whole new language, beer by beer, stain after stain, letter by letter.

A whole new font was made entirely by crowd sourced beer mug and beer can impressions from thousands of party people. The beer-induced parlance was then taken to the design studio. Hundreds of expressions for each letter were examined, instagramed, tweeted, shared, and curved until the perfect alphabet screamed beer from every angle. And that’s how the Queen’s English got a king size font! The team is planning to carry on creating and crafting this youth language at various youth festivals, music festivals and Kingfisher events across the country, throughout this year, until the festive season is over.

Watch the making of Kinglish here...

On the idea behind this initiative, Samar Singh Sheikhawat, Senior VP Marketing, United Breweries said, “Beer has always been the centre of gravity in Bangalore. The unique pub culture in Bangalore had the potential to embrace its own language created by its own people. This is the primary reason why India’s iconic beer, Kingfisher Premium, saw the opportunity for this foamy brew of youth culture to speak in a lingo of its own; and speak it did in a way only the King of Good Times can. Using beer stains ink and beer bottles and mugs as pens or paint brushes and coasters and table mats and graffiti walls as the medium, a whole new youth-expression was transformed into the ‘English Alphabet’. It was then time for the Queen’s English to embrace a ‘King Size Font’.”

“The biggest challenge we had anticipated was to communicate to people about what they are contributing for. But to our surprise, the execution of the whole thought made it so very engaging that consumers were more than happy to participate and provide the customised beer impressions, making their own letters and adding to the overall fun. This was further accentuated with canvas set-ups during the Kingfisher Premium – The Great Indian Octoberfest ’13, where consumers even went a step ahead and shared their favourite messages written in Kinglish,” he added.

The activations done across the pub city have generated a good response so far. This activation by Kingfisher is seen as a game-changer for the brand if it is promoted across various platforms. The only challenge for the brand is to keep this unofficial dialect alive for beer guzzlers around the world.

Kartikeya Sharma says that June has been the best month for sales in the 11 years that the brand has been in India

The newly appointed CEO of ZEE5 on how he aims to have the widest appeal in the OTT space amongst Indian consumers

The VP, Marketing and Communications (South Asia), talks about the company's growth strategy, its focus areas, impact of demonetisation on consumer behaviour and much more

Siju Prabhakaran, South Cluster Head, Zee Entertainment Enterprises Limited, talks about channel's rebranding, extending fiction shows to weekends and much more

right
left
RADIO CITY CELEBRATES ITS 17TH ANNIVERSARY WITH CONCERT, AWARDS AND FUN 5TH EDITION OF TIMES NOW & ICICI BANK’S NRI OF THE YEAR AWARDS GLOBAL INDIANS PITCH CMO SUMMIT BENGALURU SEES TOP INDUSTRY LEADERS AND MARKETERS IN ATTENDANCE DISTINGUISHED JURY COMES TOGETHER TO PICK WINNERS FOR PITCH’S TOP 50 BRANDS PITCH CMO SUMMIT BANGALORE SEES TOP CMOS ACROSS INDUSTRIES IN ATTENDANCE 1ST REPUBLIC TV GULF INDIAN LEADERSHIP SUMMIT & AWARDS HONOUR STALWARTS OF INDIAN GULF BUSINESS COMMUNITY SONY YAY! CELEBRATES ITS FIRST BIRTHDAY WITH PARTY FOR TRADE PARTNERS THOUGHT LEADERS AND TOP DIGITAL MARKETERS SPEAK @ EXCHANGE4MEDIA GROUP’S TECHMANCH 2018 IN MUMBAI EXCHANGE4MEDIA’S IDMA 2018 RECOGNIZES INDUSTRY’S BEST DIGITAL MARKETING CAMPAIGNS REALTY PLUS UNVEILS COFFEE TABLE BOOK AT 10TH CONCLAVE & EXCELLENCE AWARDS @AHMEDABAD EMINENT JURY CONGREGATES TO PICK WINNERS OF INDIAN DIGITAL MARKETING AWARDS 2018 OFF THE CUFF SEES ‘SWACHH BHARAT ABHIYAN’ MAN PARAMESWARAN IYER IN CONVERSATION WITH SHEKHAR GUPTA EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS

Colors Kannada, Asianet, SUN TV and Star Maa retained the lead positions in their respective markets, according to the Week 27 data released by BARC.

The campaign establishes an emotional connect with JSW Cement’s eco-friendly cement promising longevity and durability of a home

Your weekly news roundup, a summary of some of the stories to keep an eye on