MAM
Crayons wins Saab India creative biz
MUMBAI: Saab India has appointed Crayons Communications Group as its new creative agency. The agency will execute all requirements on brand communications including print advertising, events and online advertising with the exception of television commercials.
Crayons was chosen after a rigorous selection process and comprehensive evaluation on an extensive set of evolved parameters. Crayons brings on board extensive experience and critical appreciation of defence processes, key influencers and safety and security concepts within the creative domain for India market.
Saab India head of market area India and chairman Lars-Olof Lindgren said, “Crayons is expected to facilitate creation of a distinct market space for Saab and establish its presence with all stakeholders in India. With this new creative partner on board, Saab will be well equipped for handling the creative translations and innovation requirements for India market.”
Crayons Communications Group president Ranjan Bargotra said, “It will be a unique experience for all of us at Crayons to work within the growing defence and security sector, in which Saab is a multi-billion dollar player. This kind of opportunity will be a first for Crayons, and we eagerly look forward to building a strong relationship with Saab.”
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.
