Brands
Join Ventures’ D2C food brand – ‘Masqa’ – introduces its first product
Mumbai: Join Ventures, the house of D2C brands for celebrations, is now all set to enter the F&B space with its D2C premium food brand, Masqa.
The new brand introduces its first product portfolio with a wide range of couverture chocolate products in the form of bars, barks, and pebbles with innovative flavours and fine culinary craftsmanship.
Founded in December 2022, Masqa’s range of chocolate products includes some of the classic flavours in milk chocolate bars like Classic Smooth, Chewy Crunch and dark chocolate bars like Dark Divine and Nutty Delight. It also offers a spin on these classic chocolates with innovative flavours like the pink Himalayan salt, chilli and rose.
Masqa co-founder Anuja Joshi said, “With the need for diversity and the evolving preferences of customers, we at Masqa have embarked upon a journey to offer delectable chocolate products to cater to customers with an evolved taste.”
“The idea behind launching Masqa was to cater to an audience that appreciates richness, flavours, and textures of chocolates. Masqa, as a premium chocolate brand, aims to offer its patrons luxury and indulgence with every bite. At the same time, it encourages the consumers to try bold flavours of its offerings made of unique ingredients like chilli, Himalayan pink salt, blonde rose etc. Masqa’s vision for its consumers is to celebrate smaller moments and simplest pleasures of life by transforming chocolate consumption into an ethereal experience,” she added.
Masqa’s launch further strengthens Join Ventures’ commitment to bringing innovative and premium products into the market.
The newly introduced Masqa range will be available across the top 25 cities through Masqa’s official website.
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.
