MAM
Advertisers opt out of AOR model; dole out project work
NEW YORK: It is a minor trend which could be picking major momentum and soon changing the landscape of media buying across the globe – roster pruning.
Major FMCG advertisers in the US are giving preference to ad firms which handle high profile brand-related work on a project basis. An adage report states that a case in point is Procter & Gamble’s (P&G) recent move – P&G chose Cincinnati based Barefoot Advertising instead of Publicis Groupe’s Kaplan Thaler for its Daily Defense brand of shampoo.
Several media observers feel that agencies will have to change their model in order to cope up with this changing trend. The experts feel that marketers who shift focus to promotion-based drives often prefer local, smaller regional agencies which are more flexible. Also, the mode of compensation in such cases changes to incentive-based compensation. Also, they feel that the AOR model becomes insignificant when the traditional media vehicles will not be used for attaining certain short term objectives.
Reports indicate that Unilever has also been increasingly indulging in roster pruning and has quietly ended AOR assignments for some of its oral care, hair care and cosmetic brands. The rationale given by Unilever was that these moves were appropriate for brands that don’t require regular TV advertising support.
What is notable is the fact that roster pruning is a trend which gets minimal attention because neither the client nor the agency wish to talk about the exercise.
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.
