Brands
Alife lathers up Bengal with a zesty punch of lime and neem in new soap
MUMBAI: Skincare just got a whiff of nostalgia and a zesty twist in West Bengal. AWL Agri Business Ltd. (formerly Adani Wilmar) has taken a sudsy leap into regional sensibilities with its latest personal care offering: Alife Gondhoraj & Neem Soap. Think heritage, herbs, and a whole lot of Bengal pride packed into a bar.
The soap pays homage to the state’s obsession with Gondhoraj lime — famously hailed as the ‘King of Limes’ — and marries it with the antibacterial powers of neem. The result? A fragrant cleansing bar that blends tradition with modern skincare goals.
“Our latest variant, Alife Gondhoraj & Neem Soap, is a tribute to this unique regional beauty ritual… This launch reaffirms our commitment to crafting innovative and locally relevant products that resonate with our consumers,” said AWL Agri Business Ltd SVP – sales & marketing Mukesh Mishra.
Alife has cleverly bottled Bengal’s cultural fondness for all things citrusy and antiseptic. With Gondhoraj delivering its signature burst of aroma and neem taking care of skin purification, the brand is betting big on beauty that’s rooted and relevant.
AWL isn’t just stopping at pretty packaging. The launch is backed by a full-throttle 360-degree campaign. From a TVC directed by Dibyendu Bose (yes, that ad-film maverick from Happy Rabbit Films) to digital blitzes, cinema takeovers, and ground activations, Alife seems determined to ensure every Bengal nose catches a whiff of its latest invention.
The soap has already hit retail shelves and e-commerce platforms across West Bengal, aiming to carve out a solid niche in the competitive personal care aisle. And it’s not just about cleansing — it’s about connecting. By tapping into local traditions and ingredients, Alife is clearly suds-deep in strategy.
From fish curry to face packs, Bengal has always celebrated the power of ingredients. Now, thanks to AWL’s latest gambit, you can scrub up with cultural pride and smell like summer.
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.
