MAM
BharatPe ropes in 11 cricketers as brand ambassadors
NEW DELHI: As the country gets ready to kickstart the festive season through cricket, BharatPe, India’s leading merchant payment network, is all set to invigorate the market with its own team of 11 cricket superstars as it's brand ambassadors. The BharatPe XI team includes India’s top international cricketers. Throughout September to October, the BharatPe XI team players will be seen on the ground, across seven of the league teams playing cricket. It includes Rohit Sharma, Jasprit Bumrah, KL Rahul, Mohammed Shami, Ravindra Jadeja, Suresh Raina, Shreyas Iyer, Prithvi Shaw, Sanju Samson, Yuzvendra Chahal and Shubhman Gill.
BharatPe also rolled out a new contest, BharatPe Premier League (BPL), wherein BharatPe’s merchant partners can predict winners and man of the match, score runs, and win exclusive cricket merchandise, personally autographed by BharatPe XI team. The top scorers of the BharatPe Premier League stand a chance to meet their favourite cricket stars.
Also as the season builds up leading to festivals, BharatPe will launch a high impact brand campaign featuring cricketers and that has been directed by an ace Bollywood director. The campaign is set to redefine the fintech marketing landscape as the company will showcase its portfolio of financial products targeted specifically at the merchant community in India.
BharatPe group president Suhail Sameer said, “Bollywood and cricket find maximum resonance with Indians and our relevant audience. Last year, we established our credentials with Salman Khan as our brand ambassador. For our second year, we’ve done a marketing coup of sorts by building our own team of 11 cricket players as brand ambassadors. With cricket kicking off the festive season, our strategy through the marketing campaign is to make a wider set of merchants aware of our suite of financial products, which can help them shrug off Covid impact and get back to business. It is designed to be a fun campaign and will go on air in early October. This is also at an opportune time, as we expand our presence to more cities.”
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.
