Brands
Cycle Pure Agarbathi launches #PrayforIndia victory challenge
Mumbai: With the anticipation of the World Cup 2023 hosted on Indian grounds, Cycle Pure Agarbathi’s newest #PrayforIndia campaign promises to ignite a nationwide wave of enthusiasm and unity. This campaign, of Cycle Pure Agarbathi, brings in dance and cheer to create an innovative blend of tradition with a modern touch aimed at the younger generation.
“Pray for India, win win India” isn’t just a chant. It’s an emotion conceptualised and brought to life. The campaign’s core objective, amplifying the recall value of #PrayforIndia and spreading its anthem, was masterfully strategised resulting in an engaging hook step that resonates with millions.
Additionally, this conceptualisation also roped in the brand’s brand ambassador Saurav Ganguly to be a part of the movement. The campaign strategy was pivotal in creating an array of social media assets around this collaboration such as posts to promote the giveaways and ensuring the campaign reached an extensive audience.
The campaign’s success is defined by the millions of views garnered across social media platforms. With a multitude of content forms, from animations to reels and vox-pop reels, the brand was able to resonate with the younger generation.
From collaborating with a choreographer to onboard creators for content generation, to conceptualising the influencer matrix and their specific content angles, the campaign’s breadth was truly expansive. The anthem got a refreshing rendition by the creator known as ‘The9teen’, and comedy influencers such as Vicky Pedia were roped in to craft content centered around India’s cherished cricket memories.
But the innovation didn’t stop there. It was elevated a step further by creating an AR filter, which offers users a chance to win an iPhone and Amazon vouchers. To capitalise on this, all one needs to do is engage with posts by these influencers or use the filter.
With the innovative strategies and engaging content formats employed, Cycle’s #PrayforIndia campaign took to new heights where they have gotten the whole country to engage with them through an age-old chant. Their commitment to modern, innovative, and effective campaign strategies ensures that traditional brands like Cycle Pure Agarbathi resonate powerfully with today’s audience. Join the #PrayForIndia movement and let’s rally behind Team India together. This campaign was amplified digitally in collaboration with OWLED Media, a creative marketing agency.
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.
