Brands
Bajaj Electricals appoints Devika Sachdev as head of advertising and brand management
Mumbai: Bajaj Electricals Ltd, consumer durables, lighting and EPC company, has appointed Devika Sachdev as the head of advertising & brand management. She comes with experience of 21 years in brand marketing and communications. In this role, she will drive the brands’ communication agenda and frame integrated marketing communications strategies across BAJAJ, Morphy Richards and Nirlep. She will be responsible for crafting and executing brand strategies, media planning and digital marketing.
Throughout her career, Sachdev has played a vital role across various consumer businesses, namely the Aditya Birla Group, General Mills, Godrej Consumer Products, Bajaj Consumer Care and Marico. A graduate and a post-graduate in economics from Mumbai University, she is an MBA in Marketing Management from the University of Leeds, UK.
Bajaj Electricals Limited MD & CEO Anuj Poddar said, “Devika’s vast experience in building leading consumer-centric brands across a multitude of product categories puts her in a strong position to drive our ongoing brand transformation journey. What she brings to the table is her deep understanding of consumer insights and markets and translating that into strategic brand management. Over the next few years, she has the challenging agenda of fortifying our brands as we continue to drive growth. I am sure she will create value for the organisation, and I welcome her on board.”
Regarding her new role, Bajaj Electricals Limited head of advertising & brand management Devika Sachdev added, “I am thrilled to join Bajaj Electricals and chart out the larger narrative of all the brands. From fortifying an 84-year-old iconic brand BAJAJ to building the premium brand Morphy Richards and restaging Nirlep along with many more exciting initiatives, I believe this is an apt time to take on the mantle and create impact.”
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.
