Brands
EFGH Brand Innovations launches campaign for LXS Moonshine
Mumbai: As over a billion Indians were following the countdown of Chandrayaan-3’s landing on Moon with bated breath, Lectrix EV was silently preparing to pay a tribute to the mission in its own unique way. At the exact moment the rover landed, Lectrix EV dropped a special-edition electric scooter, calling it LXS Moonshine.
The company said the special edition will be limited to exactly 384 units – a nod to the distance between earth and moon – 384,400 kilometers: An LXS Moonshine for every 1 lakh kilometers.
The EV’s launch is being aimed to inspire people to set and achieve personal goals, reflecting the ambition and technology behind India’s space mission.
Lectrix LXS Moonshine sports a golden emblem – two arrows facing the sky to connote India’s emerging space age. This ‘space age’ symbol is a modification of Lectrix’s brand logo.
A film with a provocative narrative asked,
“How far do you want to go?
It’s not a question.
It’s a test of how much you want something.
Would you march 388 kilometres
to break a salt law?
Scale a 29,000 foot mountain
To plant the first flag.
Fly three hundred and eighty four thousand,
and four hundred kilometres
To put your feet on the moon.
What is your march,
your mountain,
your moon?
Your Do or Die?”
The integrated campaign invited people to post their aspirations on Instagram – asking people “What’s Your Moon?”. Once a fan writes his or her goal or ambition on the Lectrixev Instagram handle, the post “takes off” and lands on a virtual moon on the site – https://whatsyourmoon.lectrixev.com/
An over-the-moon Lectrix EV general manager – marketing Mainak Bag said, “Brands today need to be culturally relevant and current. It’s not enough to just produce great products. That’s how we looked at 23rd August. The India post-23rd August will be a different India, where science and exploration become reasons for self-belief and national pride. This is a momentous occasion. LXS Moonshine is a tangible way for people to remember and cherish this moment.”
EFGH Brand Innovations founder and creative chairman Emmanuel Upputuru said, “This is not just one more social post which is a part of moment marketing. It is walking the talk to allow customers to celebrate this landmark moment by actually offering a product that people can be proud to own. So, we designed a special look for the LXS Moonshine including a special badge. Riding the LXS Moonshine is like wearing a badge of pride. We want to introduce into the culture “what’s your moon?”, as the new “what’s your goal?” – Each aspiration is a “moon” being chased by the audience. To see these moons on the actual picture of the moon on the website is going to be interesting.”
Brands
UK’s OnlyFans seeks US investor at $3bn valuation after owner’s death
The adult video platform is seeking stability after the death of its billionaire owner
LONDON: OnlyFans is looking for a new partner. The London-based adult video platform is in advanced talks to sell a minority stake of less than 20 per cent to Architect Capital, a San Francisco-based investment firm, in a deal that would value the business at more than $3bn (£2.2bn).
The move is driven by an urgent need for stability. Leonid Radvinsky, the Ukrainian-American billionaire who owned OnlyFans, died of cancer last month at the age of 43, leaving the future of one of Britain’s most profitable privately held businesses suddenly uncertain.
The choice of Architect Capital is not arbitrary. The firm has deep expertise in financial services, which aligns neatly with OnlyFans’ ambitions to offer banking products to its creators, many of whom have long struggled to access basic financial services because of the nature of their work.
The numbers behind OnlyFans are, by any measure, staggering. The platform posted revenues of $1.4bn in the year to 30th November 2024, with a pre-tax profit of $684m, up four per cent on the prior year. Payments to creators totalled $7.2bn over the same period, a rise of nearly ten per cent. Radvinsky personally collected $701m in dividends from the business in 2024 alone, on top of more than $1bn in such payments he had already received. The platform, run through its parent company Felix International, hosts 4.6m creator accounts, with performers keeping 80 per cent of subscription proceeds and the platform pocketing the remaining 20 per cent. It has 377m fan accounts in total.
The current minority stake talks represent a notable scaling back of ambitions. In January, OnlyFans was reported to be in discussions with Architect about selling a majority stake of 60 per cent. Before that, the company had explored a sale to a consortium led by Forest Road Company, a Los Angeles-based investment firm. Neither deal materialised.
OnlyFans has built an enormously lucrative business on content that mainstream finance has long refused to touch. Now, with its owner gone and a $3bn valuation on the table, it is looking for the kind of respectable institutional backing that might finally persuade the banks to take its calls.
