MAM
Posterscope India executes an innovative campaign for TATA Mutual Fund
Mumbai: In its most recent innovative campaign, Posterscope, an OOH (out-of-home) specialist agency from dentsu India, has executed an ambush advertising strategy for TATA Mutual Fund. Drawing inspiration from the ICC Cricket World Cup’s tagline, ‘It takes ONE DAY’, the brand announced ‘ONE DAY’ as the slogan for its new campaign – emphasising the power of investing through SIP to realise one’s financial goals.
Located next to a massive 120×120 billboard at Bandra ROB (Road Over Bridge) in Mumbai, the campaign cleverly capitalises on ICC’s communication to highlight TATA Mutual Fund’s core messaging of achieving dreams through strategic and dedicated investment. It effectively conveys the brand’s ideology in a manner that resonates with the public, while remaining compliant with legal and ethical standards.
Speaking on the campaign, Posterscope India MD Imtiyaz Vilatra said, “The execution was possible only because TATA Mutual Fund trusted us. The strategic placement was facilitated by our extensive industry network.”
TATA Mutual Fund head of marketing Ashish Pawar added, “Our campaign stems from this insight that every individual has that dream of achieving their goals One Day, be it a secured retirement, or funding for their child’s future. In the current context, with One Day cricket being the talk of the town, we knew we had to leverage this opportunity through various mediums, to make people realise the importance of investing today, to get closer to their ‘One Day’. That is where our campaign thought comes in – ‘Karo Apne #OneDayInnings ki shuruwaat, SIP ke saath’. With this campaign, we aim to urge people to take the first step towards investing in TATA Mutul Funds through SIP.”
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
