Brands
Amol Parashar joins hands with Yoho as brand ambassador and creative investor
Mumbai: In its endeavor to fortify its scientific feet technological capabilities, Yoho, an Indian footwear brand, has appointed Amol Parashar as the official brand ambassador. The announcement comes with the launch of Yoho’s latest product range – Lofos, which offers a contemporary upgrade to the classic leather shoes based on a twist & turns philosophy with its anti-pain arch flex technology and a native flex sole.
Parashar, who is popular amongst the youth for his work in web shows and films such as Tripling and Sardar Udham, will play a crucial role in promoting the brand’s message of inclusivity and providing comfortable, affordable footwear for all. Having graduated from IIT Delhi and having created a mark for himself in the world of storytelling, Parashar’s role and contribution to Yoho will go beyond just plain endorsement and will involve collaborating creatively with the team to tell the story of the brand in an innovative and effective manner.
Announcement Post :
“We are thrilled to have Amol Parashar join our team as an ambassador for our brand”, said Yoho co-founder Prateek Singhal. “At Yoho, we believe that everyone should have access to high-quality, comfortable footwear, regardless of their size, shape, or budget. Given Amol’s popularity and connection with the Indian audiences, we will be creating exciting opportunities with him to deeply engage with our consumers. He perfectly resonates with the Yoho vibes of being comfortable in your own skin. As the face of our latest launch – Lofos, Amol personifies our vision to offer ‘one shoe that fits all looks’. By innovating the classic leather shoes, our premium leather loafers offer a round-the-clock footwear that is 100 per cent flexible and wrinkle-free. We are confident that the association will further drive our approach towards fitness and lifestyle in India and make Yoho a mainstream brand.”
Parashar said, “This is truly a synergistic association. To me, Yoho Footwear is a trustworthy forward-looking brand and aims to make comfortable footwear affordable for all, something that truly resonates with me. In my own life, I am driven by innovation and boldness without ever compromising on quality. I see the same values in Yoho’s products and people. I’m looking forward to being a part of the next stage of Yoho Footwear’s growth, expansion and success. I have tried their Lofos, and they don’t lie when they say you can twist and turn it to the T, which makes me super excited to be onboard.”
Commenting on the association, Yoho co-founder Ahmad Hushsham stated, “We are excited about the brand partnership as we feel Amol’s vibrant and “in his zone” appeal perfectly matches our brand’s key attributes. We feel there is a considerable opportunity to expand our consumer base in the OTT generation and this partnership will certainly fuel our growth in a significant manner.”
Yoho will work with Parashar to develop and promote a range of inclusive footwear options, developed through technologies like their Footpharma footbed and Archflex arch support system. The latest range of leather loafers, Lofos, is built with a shape-shifting and sole-soothing native flex technology that adapts to the customer’s specific feet size in 15 hours. Founded in 2021, Yoho has already sold 1,00,000+ pairs of footwear after coming out of stealth mode four months back, with just three products – Bubbles, Waves, and Breeze. The products designed with orthopedic ergonomics are available for both men and women across all top e-commerce platforms.
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.
