Brands
Britannia The Laughing Cow co-branded product range launched in India
Mumbai: Britannia Bel Foods Private Limited, a joint venture between Britannia Industries Ltd. and French company Bel Groupe, has unveiled the new brand identity of their co-branded product range ‘Britannia The Laughing Cow’. ‘Britannia The Laughing Cow’ logo will now be part of all integrated marketing communication touch points for the brand across packaging, online platforms & in stores.
The new identity has been announced via a Digital video campaign (DVC) that combines the strength of the two iconic brands. Tasty and Healthy snacking is a key consumer trend and Britannia The Laughing Cow is well positioned to cater to this. The brand offers a range of deliciously creamy cheese with the power of protein that adds laughter to every snacking moment.
Commenting on the new brand identity campaign, Britannia Bel Foods CEO Abhishek Sinha said, “We are gearing up to build and develop the nascent cheese category in India. The new co-branded identity will enhance our brand’s credibility and showcase the versatile nutritious product range from ‘Britannia The Laughing Cow’. Our cheese is rich in nutrients. Today, the amount of protein consumed by Indians falls below the required benchmark and we, as a brand, aim to address this glaring issue. Our endeavour is to educate and increase the protein intake among young India. This signifies our commitment to provide a range of delicious, nutritious and innovative products that are accessible to all our consumers.”
The campaign has been conceptualized by Havas Mumbai. Havas Creative India CEO Tarun Jha said, “With Britannia and Bel Cheese coming together, we witnessed two iconic brands combining their legacies to offer unrivalled customer satisfaction. We are excited to be a catalyst for Bel Britannia, partnering with these forward-thinking companies on this new, exciting journey. We cannot wait to make the best use of our strategic know-how and creative prowess, to maximise their collaboration’s potential and forging a successful route that will captivate audiences with engaging stories.”
The marketing campaign for Britannia The Laughing Cow will employ a comprehensive multi-touchpoint strategy to effectively reach our target audience. With a data-driven approach, we will leverage digital platforms as the primary promotional channel. This will enable us to optimize our reach and engage our audience in a more personalised manner. While digital platforms will be the core focus, the brand will actively engage with consumers through other mediums. Cheese category is often not prominently displayed at the store level, as the visicoolers or fridges are typically located inside the store. Consequently, we will place a strong emphasis on retail branding to enhance product visibility and drive purchase intent.
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.
