Brands
Rigi launches its brand campaign in association with The Rabbit Hole
Mumbai: Rigi, a platform where creators can strengthen their communities, enhance engagement and earn money, has launched their new awareness campaign. This lighthearted campaign, written and creatively directed by Vishal Dayama and Tanmay Bhatt, produced and directed by The Rabbit Hole, stars cricketer M.S. Dhoni, spans across four films and centres on his ambition to learn about content creation from creators like Tanmay Bhatt, Kusha Kapila, Sharan Hegde, and Gaurav Taneja. Along with its tongue and cheek humorous tones, the campaign seamlessly incorporates a call-to-action, urging viewers to download the Rigi app for one-on-one paid sessions with the renowned creators themselves.
The Rigi campaign features MS Dhoni as the brand ambassador, showcasing his transition from cricket to becoming a creator in an attempt to display his expertise in many fields and pass on his years of experience through content creation.
Dhoni seeks advice from creators on how to become a successful YouTuber, educate about edtech/fintech, vlogger, and insta creator respectively. In each humorous video, the content creators recommend Dhoni to join them in a one-on-one paid session on the Rigi app, resulting in a strong and memorable call to action at the end. The campaign highlights the importance of seeking guidance from experts in different fields of content creation and stepping out of one’s comfort zone to explore new avenues.
Speaking about the campaign, Rigi creative marketing head Saptarshi Ray commented, “We are thrilled to launch this campaign M.S. Dhoni on board to showcase the potential of our platform. Our goal has always been to empower creators with the tools they need to connect with their audiences and monetize their content, and this campaign highlights that perfectly. With great partners in Vishal, Tanmay & The Rabbit Hole, we look forward to seeing the impact this campaign will have on our community.”
Rabbit Hole business head Rishabh Khatter said, “At The Rabbit Hole, we take the opportunities to elevate a campaign very seriously and with so many great stakeholders and pieces of the puzzle coming together, things just fit right. With Rigi championing the share of voice in the creator and community building space we have faith that this partnership will triumph.”
Directed by The Rabbit Hole’s very own Dipro Ghosal and produced by Apurva Gabhe, Kalpesh Dubey, Bhumit Shah and Account Managed by Pooja Dua. Together, the team has executed a series of engaging and humorous films that highlight the benefits of Rigi’s platform and showcase Dhoni’s journey to learn from some of the top content creators in the industry.
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.
