MAM
Gillette signs David Beckham for a three year contract
MUMBAI: England soccer captain David Beckham has signed a three-year marketing agreement to promote Gillette razors and blades. Beckham will be featured in Gillette’s worldwide consumer advertising and promotional campaigns for its grooming products.
According to a media report, Gillette did not reveal the financial terms of the deal but spokeswoman Michelle Szynal said it was nowhere near the $70 million that had been rumored in London.
The report added that ads of Beckham using Gillette’s new M3Power micro-powered shaving system will appear in newspapers, magazines, billboards and on TV, in a “Feeling of Gillette” campaign which will start in July in Europe and later in the US.
Beckham was quoted in a media report saying, “Gillette is a brand that everyone respects and I’m looking forward to being part of their business for several years. I get many offers for commercial associations, but I only ever consider the ones that I feel are right.”
Gillette president of blades and razors Peter Hoffman was quoted in a media report saying that they intended to globally market Beckham as “Gillette’s stylish, well-groomed man.”
Apart from Gillette, Beckham also has contracts with Adidas, Pepsi, Police, Brylcreem, Vodafone and Marks & Spencer.
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.
