MAM
Bates crafts Tata AIG’s extended campaign
MUMBAI: Tata AIG Life Insurance Company has released an extension of their communication campaign reiterating the importance of inculcating strong values and a sound foundation in children.
The new commercial highlights the importance of building good values and principles among youngsters. The campaign focuses on the principle of basics being right and a strong foundation is a step towards a protected and secure future.
Conceived by Bates India, the TVC showcases the importance of right values which commences with a daughter convincing her father to meet her boyfriend. The father was reluctant and hesitant and was of the opinion that a new generation boy would not have appropriate values. Surprised by the young boy‘s values rooted in tradition, when he touches his feet, he opens up and offers support for a coffee date. The commercial ends by emphasizing the fact that “Good beginnings deliver good returns all your life.”
Tata AIG Life senior vice president and head of marketing Vijay Sinha said, “There is a huge, latent need for financial instruments for long-term savings and protection in India. Hence our brand strategy emphasises on the platform of protection through the creative route of ‘strong foundation‘. The campaign focuses on our core philosophy of providing life insurance solutions that help build a strong foundation to enable individuals protect their financial needs for a stress-free and meaningful tomorrow.”
Bates regional planning director (Asia) Dheeraj Sinha said, “In today‘s India, growth, progress and moving ahead are the key flavours of life as well as brands. The truth however is that Indians are progressing because of their values and foundations, not without them. As my parents always said, if your basics are right, nothing can hold you back. In an increasingly uncertain time, it is our grounding that will keep us in good shape. Tata AIG Life stands up to this philosophy that our foundations will help us fly, in a context where everyone is merely focusing on winning, achievement and progress part of the picture.”
Tata AIG Life vice president – brand marketing Vikrant Ramachandra said, “As a wise man said, ‘India has changed. Indianness has not‘. As a Tata brand, the company has always given a strong emphasis on creating a future by nurturing a strong foundation. Our communication campaigns have always focused on inculcating good values from the start. The principle that ‘a strong foundation means a protected future‘ is at the core of the brand strategy.”
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.
