MAM
Battery maker Amara Raja launches Kartikeyan themed product
MUMBAI: Battery maker Amara Raja Batteries is looking to take advantage of its brand ambassadior Narain Kartikeyan making a mark in F1. It has launched the Amaron PROTM NK Racing Edition.
The product looks at striking a connect with Indeians who feel pride everytime one of them a fellow countryman performs spectacularly on the global stage. The features of the product include what the company calls a break – away look and feel and a 50 – month warranty. It will be be sold in the Metros and state capitals. The product comes with a shoulder bag.
The company states that the new product has the highest Cold Cranking Amps (CCA), the highest Reserve
Capacity (RC) and the longest battery life found in any battery in India today and this will stand good for the NK Racing Edition as well.
In addition to the batteries, The NK Racing Edition will carry the picture of Kartikeyan along with his signature across the label. The battery will be marketed through the PitStops which are Amara Raja’s sales and service outlets and retail outlets in India.
The shoulder bag, that has been designed for the NK Racing Edition batteries will bear Katrikeyan’s signature. Amara Raja Batteries MD Jayadev Galla, said, “Ever since Brand Amaron entered the markets, we have been associated with Narain. He epitomizes values of youth, vigor and a will-to-win and these are the qualities that have taken him to the top. We dedicate this Racing Edition of Amaron PRO batteries to Narain, who has made it to the very top of the motor sports world by entering the F1 arena. Narain?s achievement hallmarks the entry of an Indian to the
pinnacle of motor sports and is of pride to every Indian.
“This is also a unique marketing campaign aimed at increasing levels of interest in motor sports amongst Indians that have so far not been exposed to the sport. Having an Indian at the top of the international racing arena is inspirational to everyone. This should serve as an inspirational example to every Indian as we now have a fellow Indian reaching the top of his chosen profession through unstinting hard work, passion
to succeed and the will to perform.”
Katrikeyan says, “Jay was one of the early believers in my dream to become a F1 driver. Amara Raja has been responsible for many pioneering initiatives and Amaron has always stood for longest life, innovation and tech superiority. This is a proud day for me personally, with Jay and his Amaron team launching a Racing Edition battery. I am sure the new look
battery will quickly find acceptance amongst the racing fans in India.”
On the occasion of the launch of the NK Racing Edition batteries, Amara Raja has also announced a promotion, where bottles of water are being given out at petrol
stations and other places with a quirky message – “At 40o C, you definitely need a top up. So does your battery, unless it is an Amaron PRO”. The message comes from the fact that Amaron batteries are zero-maintenance and do not require water to be filled
(topping up) at any point of time.
Commenting on the campaign, G. Indeevar, Head – Automotive (Aftermarket), Amara Raja said, “We all could do with a bottle of water in the hot weather. Along with the water bottles are little cards, which have to be filled in and left at the Amaron PitStops . Three lucky winners will get an all expenses paid trip to Shanghai in October, with a grand Stand ticket for the race and a dinner with Narain Karthikeyan. So look out for the all-important bottle of water and whip out your best clothes for that dinner. You could soon be saying Yi Lu Shun Fong! (Chinese for Bon Voyage)”
The contest is being run in all major cities across the country and will be on till 25 August 2005.
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.
