Brands
Absolut launches collection in association with streetwear label Huemn
Mumbai: Absolut, a trailblazing brand with a strong creative legacy, is thrilled to announce its collaboration with HUEMN, the revolutionary streetwear label. This collaboration represents a powerful union between two brands that embrace progressiveness, inclusivity, and the celebration of diverse narratives. It reflects Absolut’s belief in meaningful partnerships to create better together, to create a more open world. Absolut has always been at the forefront of cultural conversations, championing initiatives that support a colorless world by breaking barriers and celebrating differences. HUEMN, known for its fearless approach to storytelling and imagery, goes beyond conventional boundaries by blurring the gender binary, highlighting diverse narratives, and fostering an inclusive environment that empowers individuals to express themselves authentically. With this collaboration, Absolut further solidifies its position as a vanguard brand that drives change and shapes the zeitgeist.
Together, they’ve created a collection featuring an iconic print crafted in a hand-drawn style, it celebrates the power of self-expression and inclusivity. The design encapsulates the notion of 8 billion unique flavours, symbolizing the diverse tastes and idiosyncrasies of the 8 billion individuals on Earth and embracing the magic that happens when all these flavours come together.
Pernod Ricard India head of marketing- international brands Pulkith Modi said, “Absolut has always believed in a world without biases and has a legacy of working with pop culture to encourage different forms of creative expression. We are glad to collaborate with HUEMN to offer a collection that cultivates a spirit of inclusivity and diversity, fostering values that lie at the core of our brand’s principles.”
Huemn co-founder & CEO Pranav Misra said, “The collaboration between Absolut and HUEMN is a celebration of creative expression and the power of inclusivity. The collection will showcase innovative designs that challenge norms, inspire self-expression, and ignite conversations about the rich tapestry of human existence.”
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.
