Brands
Ather Energy rejoins Kerala Blasters FC as official partner for ISL
Mumbai: As the country gears up for the seventh season of the Indian Super League (ISL), homegrown electric scooter manufacturer Ather Energy has joined Kerala Blaster Football Club (KBFC) as the official partner of the team. This is the second consecutive year for the brand to be a part of the football team as its sponsor.
“The ISL is one of India’s largest sporting leagues and football is deeply ingrained in Keralites’ hearts. Kerala has shown tremendous consumer demand and is an important market for us,” said Ather Energy VP – charging infrastructure and marketing Nilay Chandra. “The new-age consumer is beginning to encourage domestic football matches and we are pleased to be a part of the growth of a sport in the country. Ather 450X has seen a resounding response across the country and will continue to drive the transition to electric with associations like this.“
KBFC is gunning for victory in this season of the Indian Super League, which will kick off in November 2021, while Ather Energy is set to make a pan-India presence.
“We are delighted to step into the second year of partnership with a dynamic brand like Ather,” said KBFC director Nikhil Bhardwaj. “They have been at the forefront of India’s EV transformation and we look forward to further contributing to this transformation and driving awareness about sustainable consumption. Together, I am sure we will continue to build an association that helps us both set a benchmark in our respective fields.”
Ather Energy began operations in Kerala earlier this year and now has two experience centres in the state. The company has also installed 16 fast-charging points – Ather Grid – across Kochi and Kozhikode, speeding up the EV infrastructure. By the end of the year, Ather Energy plans to expand its presence in Kerala to more cities.This association will increase brand awareness in Kerala as well as among football followers across the country, said the company in a statement.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
