MAM
Heineken releases new ‘Legends’ campaign – Voyage, urging one to push the boundaries
NEW DELHI: Heineken, as part of its latest global campaign ‘Voyage‘, is undertaking its most daring experiment yet. It is testing what men are truly made of when taken out of their daily lives and dropped into the great unknown.
A highly social character, out-going and confident, is chosen to go on a legendary adventure – a new experience that will test his resourcefulness. But then he find himself in the freezing wilderness of Alaska – alone on a glacier, with nothing but a giant life-ring, a tuxedo and a plane ticket to get him home – and the airport is hundreds of miles away.
This is Voyage, a new campaign from Heineken. The Voyage TVC provides the inspiration for the dropped travel experiment was recently released globally on the Heineken Digital channels.
Set in India, it follows the Legend as he finds himself in all sorts of awkward and bizarre situations when he loses his pet goat. As a true ‘Man of the World‘, he knows how to navigate this new world with ease, even if he finds himself in unfamiliar territory.
The Dropped experiment takes different men from across the world and drops them in remote locations with nothing but the most basic of supplies and directions. The result is ‘Dropped‘ – a series of episodic adventures following our intrepid explorers on their legendary travel experience.
Here, viewers will be able to follow each ‘Dropped‘ voyage, access documentary-style content. Every ‘Dropped‘ travel adventure will be tailored towards the character of its main protagonist – forcing them to discover their own limits and conquer their fears. Across four continents they‘ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport.
As the Dropped episodes unfold, so the social experiment will come to life, with viewers of each voyage able to follow how each traveler fares through a series of diary entries and journey updates. Their final destination? Home. Will they make it? The answer lies within each adventurer – the outcome of each Dropped encounter is completely unscripted, with the participants desire to overcome the challenges the only measurement for success. For all we know legends aren‘t made, they‘re Dropped.
United Breweries Limited senior VP marketing Samar Singh Sheikhawat commented, “With Voyage, the fifth installment of our Legends campaign, we want to go further than inspiring men to be resourceful and open to the world. Dropped is a social experiment that challenges the participant to display their true character and if they do, have a legendary travel experience.”
Brands
Hyundai and TVS Motor partner to develop electric three wheelers
Joint development pact targets last mile mobility with localisation push
MUMBAI: Three wheels, one big ambition and a charge towards the future. Hyundai Motor Company and TVS Motor Company have signed a joint development agreement to co-create electric three-wheelers (E3Ws), aiming to crack India’s complex last-mile mobility puzzle. The collaboration moves beyond concept talk into execution mode, building on the E3W prototype first showcased at the Bharat Mobility Global Expo 2025. The goal now is clear, design, develop and commercialise a purpose-built vehicle tailored to Indian roads, riders and realities.
Under the agreement, Hyundai will lead design and co-development, bringing its global R&D muscle and human-centric engineering approach to the table. TVS Motor, meanwhile, will anchor the product on its electric platform, leveraging deep three-wheeler expertise and local market insight. It will also handle manufacturing and sales in India, with an eye on exports down the line.
The timing is strategic. India remains the world’s largest three-wheeler market, where affordability, durability and adaptability often outweigh sheer innovation. The upcoming E3W aims to strike that balance combining advanced technology with practical features such as adaptive ground clearance for monsoon-hit roads, improved thermal management for tropical climates, and flexible interiors suited for passengers, cargo or emergency use.
A key pillar of the partnership is localisation. Major components will be sourced and manufactured within India, a move expected to strengthen the domestic supply chain, create jobs, lower costs and improve after-sales support.
The shift from prototype to production will involve rigorous testing, certification and refinement to meet regulatory standards and consumer expectations. Dedicated cross-functional teams from both companies are already in place to accelerate timelines.
At a broader level, the tie-up reflects a growing trend in mobility, global players partnering with local specialists to navigate emerging markets. For Hyundai and TVS, the bet is that combining scale with street-level insight could unlock a new chapter in sustainable urban transport, one that runs not just on electricity, but on relevance.
