MAM
Kingfisher kicks off with Messi’s men in India
Mumbai: Kingfisher Premium Packaged Drinking Water has signed on as the regional sponsor of the Argentine Football Association (AFA) in India, marking a major score for the United Breweries-owned brand as it looks to deepen ties with India’s most football-mad regions.
The partnership, officially unveiled at Buenos Aires’ iconic River Plate Stadium, saw Mohit Raina, category head at Kingfisher, join Leandro Petersen, AFA’s chief commercial and marketing officer, to seal the deal.
With the tie-up, Kingfisher aims to dribble deeper into India’s football heartlands — from West Bengal and Kerala to Goa and the Northeast — with campaigns that blend sport, celebration and its signature message of togetherness.
The collaboration includes grassroots football initiatives, immersive fan experiences, and a digital blitz to rally support across platforms. But the real kicker? The Argentine national team — reigning world champions — is expected to play a high-voltage international friendly in Kerala come October 2025. With Messi and co likely to light up the pitch, the event is already generating massive buzz.
For Kingfisher, it’s not just about hydration — it’s about being where the passion flows.
AFA chief commercial & marketing officer Leandro Petersen, expressed his enthusiasm about the collaboration “We are excited to welcome Kingfisher Premium Packaged Drinking Water as a Regional Sponsor in India. This partnership not only enhances our presence in one of the world’s most vibrant football markets but also aligns perfectly with our vision to connect with fans globally through meaningful and engaging collaborations.”
United Breweries Ltd CMO Vikram Bahl shared his perspective on the partnership, “Partnering with the Argentine Football Association marks a proud milestone for Kingfisher Premium Packaged Drinking Water. Football has a remarkable ability to unite communities and inspire fans. Through this collaboration, we aim to bring that energy to life through meaningful experiences and memorable campaigns that celebrate the game and reflect the vibrant spirit of our brand.”
For Kingfisher, it’s not just about hydration — it’s about being where the passion flows.
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.
