Award: CAMPAIGN CATEGORIES \ C11. Best Digital Experience

To modernise its 40-year legacy for a tech-savvy generation, Kingfisher transformed its IPL 2025 sponsorship into a high-fidelity “phygital” journey that merged cricket, music, and Extended Reality (XR). Executed across 274 outlets in 14 cities, the campaign utilised a 360-degree VR Locker Room Treasure Hunt and interactive AR filters to move beyond passive advertising into deep-dive brand participation. A seamless “Scan, Play, and Win” QR-portal bridged physical consumption with digital rewards, while the “Great Wall of Good Times” crowdsourced 20,171 fan memories, earning an Asia Book of Records certification for its massive digital footprint. Supported by the “Good Times Squad” facilitators, the initiative drove 50,000+ active digital engagements, successfully evolving the iconic brand into a viral, multi-sensory experience that set a new benchmark for interactive sports marketing.