Brands
Britannia Marie Gold asks ‘why just one day?’ in new women’s day film
Mumbai: Britannia Marie Gold has released a thought-provoking film titled ‘Let’s Keep it Going’ delivers a powerful message around the symbolic effort associated with celebrating women.
The film is conceptualized and created by advertising agency The Script Room.
The campaign film showcases an early morning conversation between two female employees in a corporate, an office help and a manager. It’s the day after women’s day, and the office is strewn with paper plates and napkins from the previous day’s celebrations. Pointing towards the ‘Happy Women’s Day’ banner, the office help asks the manager if it was someone’s birthday at work yesterday. She discovers that the day was for celebrating women’s contributions and accomplishments.
While the office help is pleased to hear this, she innocently poses another question to the manager, ‘’Didi yeh khaali ek din ke liye hai? (Is this only for one day?)” This causes the manager to take a brief pause. She ponders over the seemingly simple but significant question and responds with a smile, ‘Shayad Nahin (Maybe not)’’.
Britannia Industries Ltd. chief marketing officer Amit Doshi said, “International Women’s Day plays a major role in commemorating the success stories of women across the globe, and in creating awareness about gender prejudices that exist even today. Britannia Marie Gold, while joining the celebrations, wanted to do something different this year and break the convention of celebrating women just for a day. There shouldn’t be just one occasion to celebrate a woman’s contribution to her work, family, and society, but these thoughts should be re-iterated more often. This is one of the reasons behind releasing the ad film on 9 March as opposed to the conventional date of 8 March. As a brand that shares a meaningful relationship with India’s homemakers, Marie Gold and its initiatives including Marie Gold my start-up contest are the perfect example of Britannia’s commitment towards women empowerment. The brand works and interacts with women regularly, and we want to nurture and maintain these good practices throughout the year. The recent film captures the message we want to deliver, and the film will make the viewer smile while also leaving them in introspection.”
Talking on the creative spiel, The Script Room founder Rajesh Ramaswamy said, “Women’s day is unlike other special days. It is a bit different, and has many layers to it. While on one end it is to celebrate the achievements of women, on the other it is also to focus on the issues that they face. It carries different emotions at different ends of the spectrum. Coming to think of it, the day will hold no meaning at all, if the essence of it is not carried forward through the year. It’s this simple observation that led to this idea – The Day After. The equation between the two employees portrayed in the film covers a cross section. And Britannia Marie Gold as a brand has always found meaningful ways of staying connected with this audience. Over the years, the logo has gathered a lot of meaning and fondness with women. We’re so glad that Amit and team took no time to endorse this idea, and supported it wholeheartedly.”
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.
