Brands
Dabur proactive in the Covid-2019 crisis: Rajiv Dubey
NEW DELHI: The ongoing economic and social implications of the Covid2019 pandemic and lockdown induced by it have prompted every advertiser in the country to rework its strategies. The media mixes are being realigned and the ad spends are being controlled in a big way. In a recent virtual roundtable called “Survival At Its Best”, hosted by Indiantelevision.com with several big advertisers and agencies, Dabur India head of media Rajiv Dubey shed light on how his firm, which is one of the biggest advertisers in the country, is managing the situation.
Dubey highlighted that Dabur was quite proactive in its approach to handle the situation from a marketing perspective and was ready with a roadmap by the mid of March. However, it did not foresee the rise of Doordarshan the way it has been.
“We were pretty prepared with our strategies when it came to what media channels will work or not work by mid of March. But Doordarshan came out of the syllabus," he said.
As per BARC-Nielsen data for week 15, advertiser count for Ramayana grew from three to 42, since it started airing.
However, Dabur is now actively seeking partnership opportunities with the channel. It has already started advertising heavily on Mahabharat (which airs on DD Bharti) and is in talks with the public broadcaster to sponsor at least one of its show. The brand is also exploring opportunities on DD Retro.
Currently, Dabur is investing most of its media monies on news channels and digital platforms. Dubey further revealed that while TV still dominates the pie, Dabur has doubled its digital spends.
When prodded if he would increase the digital spends further, given its meteoric rise in these times, Dubey showed reluctancy.
“Television is still delivering. It grew by 40 per cent. The percentage increase in digital hasn’t been that much. We are there on digital news and some OTT platforms. We have to be wherever the audience is.”
He also added that he was not expecting the print industry to take such a big hit. The company had always had a strong print presence, which now has been impacted because of the difficulty in deliveries. “Online numbers can’t be accredited by any source right now. We can’t know how many people are getting digital copies of the papers,” he said.
Apart from communication, Dubey is also relying on special product launches to sail through.
“While regular new launches of our product portfolio have been a challenge like it has been for almost every major company, we are thinking of launching some special products in the coming weeks. For example, we studied the demand for sanitizers going up in the market and started production in a big way in the month of February. We are expecting to come back quickly and in a big way with launches," he added.
Asked if it is the right time to come with new launches, he replied, “Relevant launches which can help people like disinfectants will surely work.”
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.
