Brands
JSW MG, Cheil X shift gears with witty ‘EV Sahi Hai’ films
MUMBAI: JSW MG and Cheil X are back with a laughter-fuelled second phase of their ‘EV sahi hai’ campaign, this time plugging into the star power of Varun Sharma and Pulkit Samrat of Fukrey fame.
Shot against the scenic backdrops of Dehradun and Rishikesh, the new films tackle two of India’s biggest EV myths: the lack of charging stations and dreaded range anxiety, all with the duo’s signature banter and tongue-in-cheek charm.
The first film plays out like a cheeky guessing game about India’s quirky town names, cleverly tying them back to the country’s 29,000 plus charging stations. The message? No matter how offbeat the location, you’re never too far from a plug point.
The second film flips the focus to road trips, with Pulkit confidently cruising in his EV while Varun plays the sceptic, questioning whether it can survive the long haul to Goa. By the end, humour disarms doubt, leaving viewers with one simple conclusion: EV Sahi Hai.
“Humour is at the heart of this phase, because what better way to bust myths than with a laugh?” said JSW MG Motor India, head of marketing, Udit Malhotra adding that celebrity voices would help the campaign reach “people from all walks of life.”
Cheil X, national creative director, Amit Nandwani called it a conscious attempt to move beyond “just presenting facts” and instead “debunk myths in a fun and engaging manner”.
Meanwhile, Cheil X Delhi, vice president and head of operations, Kanika, said the duo’s infectious energy makes them the “perfect pair to keep the message light yet impactful.”
Brands
CEAT signs Yashasvi Jaiswal as brand ambassador in multi-year deal
The tyre giant is backing one of Indian cricket’s brightest young stars, deepening a sporting association that goes to the heart of its brand strategy
MUMBAI: CEAT Limited has signed a multi-year partnership with Yashasvi Jaiswal, one of Indian cricket’s most electrifying young batters, effective 1st April 2026. The deal adds fresh muscle to the Mumbai-based tyre maker’s long-running bet on cricket as its primary marketing canvas.
Jaiswal’s rapid rise in international cricket made him a coveted name in the sponsorship market. His composure under pressure, consistency across formats and an almost unnerving adaptability at the crease are precisely the qualities CEAT wants consumers to associate with its tyres. The brand has historically aligned itself with cricketers who embody control and dependability, and Jaiswal fits that template with little coaxing.
Anant Goenka, vice-chairman of RPG Group, framed the signing in the language of shared values. “Cricket has always been an integral part of CEAT’s brand journey, and we are delighted to welcome Yashasvi Jaiswal to the CEAT family,” he said. “He is one of the most exciting young talents in Indian cricket today, and the qualities he brings to the game — control, dependability and adaptability — align strongly with the values we stand for as a brand. We believe Yashasvi has the potential to lead across tournaments and formats in the years ahead.”
Jaiswal, for his part, was equally enthusiastic. “I am excited to begin this association with CEAT, a brand that has such a strong legacy in cricket and has been associated with several respected names in the game over the years,” he said. “It is always special to partner with a brand that shares your passion for cricket.”
CEAT, founded in Italy in 1924 and now the flagship company of the US$5.2 billion RPG Group, produces more than 41 million tyres a year and sells across 110 countries. It is the first tyre brand to receive both the Deming Grand Prize from the Union of Japanese Scientists and Engineers and the World Economic Forum’s Lighthouse Designation for its use of fourth industrial revolution technologies — credentials that suggest a company comfortable playing the long game.
And that, perhaps, is why Jaiswal makes such sense. He is 23, already a Test opener for India, and almost certainly just getting started. For CEAT, signing him now is less a sponsorship and more an investment — in a career, and in a cricket-obsessed market, that has plenty of overs left to play.
