Brands
adidas celebrates Benzema’s historic win with a stunning short film ‘Hand of Gold’
Mumbai: adidas is celebrating French footballer Karim Mostafa Benzema’s historic win with a stunning short film, Hand of Gold,which sees the player’s iconic hand bandage transform into gold.
The film embodies the idea that everything KB9 touches on-pitch turns to gold. The film shows Benzema’s hand bandage turning from white to the colour of victory, communicating the inspiring story of a young boy from Bron in France, who shaped a career through determination to make it to the top.
Since 2005, Karim Benzema has challenged for the highest honour in the game. With his golden touch, he’s overcome all rivals and become one of the most decorated players of this era. His historic Ballon d’Or win last night in Paris marks what has not just been a remarkable season, but a remarkable career.
The achievement of this award is a culmination of all the games played before it. The player’s signature look, Benzema’s hand bandage, which epitomises the phrase “Impossible Is Nothing,” is a symbol of his success in overcoming obstacles in football.
It symbolises the struggles he has faced and overcome on the field to get to where he is now—at the pinnacle of world football—after a series of hand injuries in 2019 forced him to wear it throughout every game.
Since 2007, adidas has partnered with Benzema, celebrating on-pitch achievements at various milestones in his career, including this historical win. To further mark this milestone, the brand has created a hyper-limited not-for-sale golden-x speedportal boot for Benzema.
Furthermore, adidas and Benezema’s club, Real Madrid, have collaborated for a special edition gold-named and numbered Real Madrid Kit, which will be available for a limited time from 18 October, on Real Madrid official stores, realmadrid.com and select adidas stores.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
