Brands
Lubrizol gives its image a slick makeover after almost a century
MUMBAI: If your great-grandfather tinkered with car springs in his garage, you’d probably call him eccentric. When Lubrizol does it, it’s called groundbreaking innovation. Nearly a century after beginning life in a humble Cleveland garage, Lubrizol just decided it needed a bit of an upgrade—no, not another invention, but rather a snazzy new logo and a compelling new tagline. Clearly, even groundbreaking science can use a style refresh.
On 18 March 2025, Lubrizol unveiled its new brand expression, including a modernised logo and the imaginative tagline: “Imagined for Life. Enabled by Science” It’s like Lubrizol put on a sharp new suit, ready to confidently stride into the next hundred years of innovation.
Lubrizol president & CEO Rebecca Liebert shared the company’s excitement, “This exciting brand evolution reflects our Lubrizol brand promise, for all those we work with and all we enable. Our new tagline ‘Imagined for Life. Enabled by Science.™’ reflects the impact Lubrizol has on everyday life and the science that makes it possible. Our enhanced brand expression is backed by all the great things Lubrizol is revered for today, including our technical innovation, quality and collaborative partnership, delivered by an experienced and committed Lubrizol team.”
From leaf-spring lubricants in early automobiles to countless daily essentials used today—shampoo, running shoes, even clean drinking water—Lubrizol quietly enables everyday miracles behind the scenes. They’ve gathered thousands of patents over their impressive 97-year run. That’s more inventions than the number of times you’ve promised yourself you’d start exercising tomorrow.
“From the cars you drive to the shampoo you wash your hair with to the running shoes you lace up for your daily walk, most of the world’s population uses Lubrizol-enabled products dozens of times a day,” Liebert added. “The average person may not fully realize the impacts our science has on daily life, but it is undeniable. The world needs Lubrizol and our teams.”
Today, Lubrizol operates across more than 100 countries from over 50 sites, seamlessly blending local insights with global scale. It’s fair to say that their impact is as ubiquitous as your favourite social media app, only less addictive and infinitely more useful.
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.
