Brands
Drivex rides home with heartwarming Diwali campaign
MUMBAI: Drivex, India’s pioneering pre-owned two-wheeler brand, has launched a touching new campaign, Ride Back Home, celebrating the spirit of togetherness, gratitude, and the emotional pull of returning home for Diwali.
Dedicated to those who work away from their families, the campaign honours the journeys that people take to build a better life. For Drivex, a two-wheeler isn’t just transport; it’s a bridge between distance and belonging.
“In a season filled with gifts and glitter, we wanted to celebrate something deeper, the joy of going home,” said Drivex head of marketing Vipin Yadav. “Diwali is about moments of connection. Every ride tells a story, and this campaign celebrates those that lead us back to where we truly belong – home.”
To spread the festive spirit further, Drivex has also introduced Light Up With Drivex, a social initiative inviting people to recognise everyday heroes who make life brighter. Participants are encouraged to tag someone they believe truly deserves a scooter and share, in one heartfelt line, why that person deserves to win, whether for their kindness, hard work, or selfless spirit. One deserving participant will receive a Drivex TVS Jupiter worth Rs 85,000, symbolising how one thoughtful gesture can light up many lives.
Drivex director Narain Karthikeyan added, “As Diwali approaches, many wish to go home but are held back by costly travel or tight schedules. Sometimes, all it takes is two wheels and a bit of determination to close that distance. With Ride Back Home, we’re celebrating the power of mobility to connect hearts.”
Running through October 31, the campaign invites India to celebrate connection over consumption and reminds everyone that sometimes, the brightest light isn’t found under the lamps, it’s found at the end of the road home.
Brands
ZEEL transfers syndication business, invests Rs 505 crore in IP push
Restructuring, stake buy and FCCB moves signal sharper content strategy
MUMBAI: In the content economy, owning the story is half the battle monetising it is the real game, and Zee Entertainment Enterprises is doubling down on both. The company has approved the transfer of its syndication and content licensing business to its wholly owned subsidiary ZI-IPR Enterprises, alongside an investment of Rs 505 crore aimed at strengthening its play in content intellectual property (IP) acquisition, management and monetisation. The move, effective April 1, 2026, will see the business transferred on a slump sale basis at book value, including all associated assets, liabilities and commercial rights effectively consolidating IP operations under a more focused structure.
At its core, the restructuring signals a strategic shift. As content consumption increasingly fragments across digital and global platforms, the value of IP lies not just in creation but in how efficiently it can be distributed, repackaged and monetised across markets. By housing its syndication engine within ZI-IPR Enterprises, ZEEL appears to be building a more agile and scalable ecosystem, one that can better extract value from its vast content library while adapting to evolving distribution models.
But the company’s ambitions are not limited to restructuring. ZEEL has also approved an investment of up to Rs 20.09 crore in Culture of Real Experiences (CORE), acquiring a 51 per cent stake in the entity. The move expands its footprint into the broader creative and experiential space, suggesting a push beyond traditional broadcasting into areas where content, culture and immersive experiences intersect.
At the same time, ZEEL has moved to tidy up its financials, approving the redemption of $23.9 million in outstanding foreign currency convertible bonds (FCCBs) and cancelling an unused $215.1 million commitment. The twin steps are expected to ease pressure on its treasury, freeing up capital and improving financial flexibility as the company invests more aggressively in its IP strategy.
Taken together, the decisions reflect a company in recalibration mode streamlining legacy structures, sharpening its focus on content ownership, and exploring new avenues for growth. In a market where the lines between television, streaming and experiential entertainment are increasingly blurred, ZEEL’s latest moves suggest it is not just creating content, but building a system to make that content travel further and pay better.
