Brands
MS Dhoni fronts Orient Electric’s new push for ‘Fatt Se Garam’ heaters
NEW DELHI: Orient Electric, part of the $3 billion CK Birla Group, has revived its winter campaign “Fatt Se Garam,” tapping brand ambassador MS Dhoni for a new digital film that blends humour with a pitch for faster hot water. The campaign highlights the firm’s Whirlflow technology, which it says delivers 20 per cent more hot water output for quick winter warmth.
The brand is leaning on a mix of storytelling and product engineering to underline the performance of its latest water heaters. Alongside faster heating, the range features Duron Tech for improved corrosion resistance in hard-water conditions and a six-year tank warranty, claims the company hopes will reassure consumers that speed does not come at the cost of longevity.
The film draws on Dhoni’s famously unflappable persona. In it, he reacts to a fake video of himself appearing unusually irate on a cricket field, joking that he never loses his temper that fast. He contrasts this with the heater’s rapid performance, saying, “There is one thing that gets hot instantly,” reinforcing the campaign’s central promise.
To maximise reach, Orient Electric is targeting in-market audiences on YouTube and Instagram, while also placing contextual ads on cab-booking apps to tap into moments where waiting becomes a pain point. Print and outdoor placements round out the visibility push.
“The ‘Fatt Se Garam’ campaign is about redefining warmth for the modern home,” says Orient Electric chief marketing and customer experience officer Anika Agarwal. “For today’s consumers, time is the ultimate luxury. Our solutions remove the wait from daily routines and deliver comfort that keeps pace with their lives.”
The new portfolio of storage and instant water heaters is available across retail stores, Amazon, Flipkart and quick-commerce platforms including Blinkit.
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.
