MAM
Recykal highlights its contribution to a cleaner planet through OOH campaign
MUMBAI: Here’s another example of OOH being put to use effectively – on social media.
It began by Blinkit highlighting the volume of Coca-Cola cans ordered in 2024 (18,517,980 Coca-Cola cans) on a signboard. Coca-Cola added to it with its signage with the message: “Toh isi baat par ek ek aur ho jaaye?”
In came Hyderabad-based Recykal, a cleantech startup offering sustainable waste management solutions across plastic, e-waste, metal, and paper. It added its bit to the banter by putting up its billboard which said: “18,517,980 and many more bottles have been collected and recycled.”
Recykal issued a press release talking about its clever use of the campaign, saying that it bridges the the gap between consumption and waste recovery. It said: “Recykal completes the narrative. Consumers can enjoy their drinks with the assurance that someone is ensuring those bottles are managed responsibly. The company guarantees that each bottle follows an appropriate end-of-life journey, transforming waste into opportunity.”
Recykal co-founder Abhishek Deshpande added: “This achievement is not just about numbers – it represents impact at scale. Every bottle collected and recycled through our platform is a step closer to a cleaner planet. At Recykal, we’re committed to turning India’s consumption challenges into sustainability success stories through technology and collaboration.”
Recykal’s solutions enable traceable, high-quality recovery of PET bottles and other materials, helping brands meet their extended producer responsibility (EPR) compliance and sustainability goals. This initiative prevents millions of bottles from reaching landfills and polluting the environment, contributing to a cleaner India.
Recykal director of marketing Chetan Baregar stated, “Every bottle collected is a step towards cleaner cities and a greener planet. As consumption scales, our technology ensures waste recovery and recycling also scale, creating measurable impact. Hyderabad’s role as a hub for cleantech innovation strengthens our resolve to drive India’s circular economy forward.”
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.
