MAM
MYBYK launches ‘Let’s Unlock’ campaign with comedian Manan Desai
Mumbai: Homegrown bicycle sharing service brand MYBYK is on a mission to make our cities liveable again by providing equitable and sustainable mobility to the masses. The startup has launched ‘Let’s Unlock’ campaign with comedian Manan Desai that aims to inspire people to take action for better health.
“The idea behind the campaign is to help commuters realise the above value proposition, i.e., unlock – health, happiness and the convenience of commute with MYBYK. Desai has been roped in to introduce and explain MYBYK and its features and the campaign will also feature short films and influencer activity to build a strong brand recall,” said the brand in a statement.
The startup has commissioned integrated marketing agency Zero Gravity Communications for this campaign. “MYBYK is encouraging individuals to use cycling for their different daily commute needs. Having worked with the brand since its inception, we have an in-depth understanding of consumer behaviour,” stated Zero Gravity Communications founder Khushboo Sharma. “The campaign communication is designed with the approach of Info-(enter)tainment.”
“We believe bicycles are a great way to move around for short commutes of up to 1-2 km. For long commutes, we have partnered with Smart City Ahmedabad to set up a network of Drop & Pick bicycle stations for seamless first and last-mile connectivity,” said MYBYK founder and CEO Arjit Soni. “In a nutshell, users can ride MYBYK and go directly from their home to their destination or drop the bike at any of the BRTS hubs in Ahmedabad and similarly pick another bike to ride to their destination,” he added.
MAM
Boldfit extends partnership with Royal Challengers Bengaluru
New “Champions #TrainBold” campaign offers fans chance to win player-used gear.
MUMBAI: Boldfit just raised the bar with RCB because when your training gear comes straight from the champions’ gym, even your home workout starts feeling like a title chase. Boldfit, India’s leading sports and fitness brand, has announced the next chapter of its partnership with Royal Challengers Bengaluru (RCB) for the 2026 IPL season through the campaign “Champions #TrainBold”. Now in its third year backing the franchise, Boldfit is moving beyond sponsorship to co-creation, designing performance products based on the team’s real training needs and intensity.
At the centre of the campaign is a limited-edition RCB x Boldfit merchandise collection featuring towels, lifting belts, grips, sports equipment, hydration bottles and shakers all built for those who train with intent. Every purchase gives fans a chance to win authentic, player-used training equipment from the RCB team gym, including lifting belts, yoga mats, skipping ropes, resistance bands, gym balls and more, each accompanied by an authenticated RCB metal placard.
Boldfit founder Pallav Bihani said, “RCB fans have always been known for their bold energy. But boldness doesn’t stop in the stands, it’s built every day in training. This year, our partnership evolves from support to co-creation, building products with the team, for everyone who chooses to train bolder.”
The campaign celebrates last season’s momentum while pushing fans to embrace the same disciplined, high-performance mindset that defines the RCB squad.
In the high-stakes world of the IPL, where every boundary and every wicket matters, Boldfit isn’t just sponsoring a team, it’s giving fans a piece of the grind, proving that champions aren’t made only on match day; they’re forged in the gym, one bold rep at a time.
