MAM
ITSA removes the middleman for Tradus.com
MUMBAI: The recently-launched agency ITSA has conceptualised and executed Tradus.com‘s second series of film which offers the proposition ‘Remove the middleman and get wholesale prices.‘
The film is about a couple performing a transaction. A young girl representing the buyers tells a boy sitting across the table form her, “I‘d like to buy that phone”. Right in the middle of them sitting on the table is the middleman who has been eagerly waiting, almost drooling at the prospect of making his cut. He snatches the phone and gives it to the girl. With the other hand he snatches the money, gives it to the guy, but not before taking out his own commission.
That‘s when a cursor comes and clicks the Middleman away and a voiceover completes the story, “Remove the Middleman. Log on to Tradus.com and buy directly from sellers and get wholesale prices at your doorstep.”
IbiboGroup CEO Ashish Kashyap said, “This is the second series of Tradus creatives. We wanted to drive home our core differentiation of being a marketplace rather than an online retailer. As a marketplace, Tradus enable sellers to list on their own on the platform and sell directly to the Buyers thereby removing all the inefficiencies. This helps the buyers get wholesale prices. ITSA has been an excellent partner to create a crisp communication via this well produced film.”
ITSA copywriter Emmanuel Upputuru said, “We co-created this spot with the client. Ashish Kashyap, CEO ibiboGroup was very clear in what he was looking for. It was a bold stance to take, to get rid of the middleman. We just had to find a plot that would demonstrate that proposition visually and effectively. So when you take one look at the film you know what the benefit is for the consumer. Manoj Pahwa came to my mind the moment I thought of the idea of putting the middleman on the table.”
Daniel Upputuru who made his debut as a director with this film said, “I wanted to treat the film like a painting. The lighting has been borrowed from Caravaggio. When Emmanuel shared the script I saw the guy and the girl in a beautiful setting. But right in the middle of them is this Middleman who spoils the picture. So the only way to restore the picture is to remove the Middleman.”
Anirban Mozumdar, chief – innovation, strategy and collaboration at ITSA, says, “The purpose of offline communication for any online website is to single-mindedly express its purpose of existence. For Tradus.com it is about telling the consumer that Tradus.com is here to offer a service that wasn‘t there. To buy directly from sellers, so you get wholesale prices at your doorstep.”
ITSA is a three-month-old company and this is their very first television spot, which they have conceived, produced and directed.
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.
