MAM
BMW ups in-programme placement on TV
MUMBAI: BMW Group has accelerated its entertainment presence through product placement on American television.
The all-new BMW 3 Series recently appeared on ABC’s action packed show Alias season premiere with Jennifer Garner and Michael Vartan; UPN’s All of Us highlights the 6 Series Convertible with Duane Martin behind the wheel. NBC’s presidential drama The West Wing includes BMW motorcycles in the presidential motorcade. Upcoming episodes of CBS’ Ghost Whisperer feature a MINI Cooper driven by Aisha
Tyler.
BMW states that these integrations result from its partnership with Rogers & Cowan, the company’s entertainment marketing agency of record for the BMW, Mini and Rolls-Royce brands in the United States. The partnership includes an aggressive and strategic entertainment marketing programme to secure on-camera exposures for vehicles and motorcycles.
BMW Group’s entertainment activities in Hollywood have been spearheaded from its Los Angeles office since 2003 and focus on placement opportunities that fit each brand’s specific profile and positioning. BMW states that Rogers & Cowan has the necessary understanding for premium brands and the know-how for an individualised approach. Although Hollywood remains the engine of global entertainment, in an increasingly worldwide entertainment industry, Rogers & Cowan’s international capabilities are an additional asset.
Rogers & Cowan CEO Tom Tardio says, “BMW Group continues to find great ways to reach their target audience and illustrate their brands’ lifestyles. We are thrilled to be part of the BMW Group team offering our integrated marketing approach and valuable relationships with the Hollywood community.”
The partnership between the BMW Group and Rogers & Cowan positions each brand’s vehicles into appropriate Hollywood films and television. In addition, Rogers & Cowan will create promotional marketing programmes to extend placements and coordinate BMW Group’s relationship building initiatives within the entertainment industry.
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.
