MAM
For those Cupid struck, and didn’t, JWT sees a market
MUMBAI: Lovers around the world may be celebrating Cupid’s annual visit today 14 February. However, a new study conducted by J. Walter Thompson uncovers that in the US and UK all is not as comfy and cozy between the sheets.
If time were no object, 44 per cent of American and British men would like to have more passionate sex.
Bad news, lads: It turns out that there’s one thing that would make women’s hearts go pitter-patter. Alas it’s not spending more time in the bedroom with you. American and British women agreed (45 per cent and 47 per cent, respectively) that the one thing they would like most to do more, if they only had the time is … read.
However, there is a glimmer of hope for sexually frustrated men. A sizeable minority of women in both countries (30 per cent Americans and 37 per cent Britons) would like to engage in passionate sex more often. Moreover, when combining the scores of men and women, the British put spending a day or weekend in the country at the top of their want-to-do list, while the Americans put it second.
JWT Worldwide CEO Bob Jeffrey says, “This JWT study is a part of our ongoing exploration into how people are spending their time. By better understanding how consumers are allocating their time, we can create ideas that are worthy of it. We are anthropologists first, and advertising people second.”
The study surveyed a random and representative sample of 1,003 Americans and 1,005 Britons to get their perspective on time. Conducted online by Market Probe International during the second week of January, the research has a margin of error of less than 3.2 per cent.
The Intimates: The survey also found that people who are most interested in having passionate sex and cuddling with loved ones more routinely — what JWT calls the “Intimates” — are the very same ones who are already most engaged in those activities. These people are also more likely than others to term themselves ‘Time Poor’ and also ‘Cash Poor.’
Jeffrey says, “The Intimates are of real interest to us as marketers because these are the men and women who have a real appetite for physical and emotional interaction and who have the greatest sense of being short-changed. This represents a real opportunity for companies able to relieve their frustrations and make these consumers feel they’re getting more for their time and money.”
Time Wallet: To find out how people would allocate extra time if it became available, JWT provided an imaginary Time Wallet containing $1,000 or 1000 pounds with each dollar or pound being equal to one minute’s time. Once again, the Intimates stood apart from the rest of their national samples. In the US, the Intimates would devote $139 (i.e., 139 minutes) to having passionate sex the following week, significantly higher than the $83 the overall U.S. sample would spend on that activity.
The situation was similar in the UK, with Intimates earmarking a total of pounds 114 to the cause of passionate sex, compared with just pounds 70 allocated to that purpose, on average, by their national sample as a whole.
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.
