MAM
Dulux Paints uses vignettes for brand promotion
MUMBAI: AkzoNobel, the paints and coatings company, has launched a new media innovation in India for its flagship decorative paints brand, Dulux.
Exploring a new format Dulux Paints has tied up with three television serials from Star Plus and Sony Entertainment Television to create small vignettes, which echo the ethos of the of its recently launched thematic campaign, ‘Apne Rang Chhalakne Do‘.
As part of the media innovation, Dulux has shot the lead pair from ‘Yeh Rishta Kya Kehlata Hai‘ and ‘Iss Pyar Ko Kya Naam Doon‘, both from Star Plus and ‘Saas Bina Sasural‘ from Sony in their own setting and created vignettes that bring alive the relationship between personality and colour.
The vignettes highlight the relationship between different characters and how each character has a different shade to them. Each media clip showcases the relationship between the main two protagonists and explains it in terms of a Dulux shade.
AkzoNobel India Dulux marketing manager Pushkar Jain said, “The new proposition of Dulux, ‘Apne Rang Chhalakne do‘ has a universal appeal. The simplicity of the media vignettes makes this a powerful communication. Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea.”
Maxus general manager north and east Mausumi Kar said, “We won‘t term what we created and executed for Dulux as vignettes. These are brand stories which are a perfect mix of brand communication with the channel content.”
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.
