Brands
Building an impact with unmissable freshness Park Avenue Soaps
Mumbai: Park Avenue Soaps is one of the pioneering brands in the Men’s soap segment. Park Avenue soaps are known for their performance-based natural ingredients and invigorating fragrance that gives long-lasting freshness. Hence the core proposition of ‘Refreshing soaps, crafted for Men’ differentiates Park Avenue from the competition.
Park Avenue Soap portfolio has four core variants – Good Morning (Everyday Revitalizing), Pure Luxury (Moisturising Indulgence), Cool Blue (refreshing Cool) and Lemon Storm (Freshness Burst). Each of these variants offers unique benefits along with a great fragrance that gives Men a long-lasting impactful freshness.
The latest TV commercial is an attempt to highlight the brand’s core benefit of providing the “just showered” feeling that evokes incredible freshness. The unique fragrance and ingredients allow consumers to go about their day feeling refreshed and confident. Thus, offering an opportunity to always create an impact while enjoying the invigorating experience of Park Avenue soaps.
This is the first time ever Park Avenue soaps will be driving awareness among consumers with the core proposition of unmissable freshness and fragrance through communication. Today’s Men not just want to feel fresh but also want to look and smell refreshing so that they can create an impact on others in every possible opportunity they get. With this new campaign, Park Avenue aims to be a preferred choice of bathing brand for Men.
Park Avenue chief marketing officer Pooja Sahgal said, “The idea of mesmerising Freshness that people immersively notice was a strong platform to bring alive the discriminator of Just Showered freshness. Park Avenue Soaps with its unique fragrances and natural ingredients are customised to provide long-lasting freshness for men to help them create an impact as they take on the day. Park Avenue Soaps are on a growth trajectory, and we are sure this campaign will accelerate the momentum”.
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.
