MAM
Max launches contest to promote ‘Lucky’ premiere
MUMBAI: Sony Entertainment Television’s movies and events channel Max will premiere Lucky…No Time for Love on 22 October at 9.00 pm. To promote the property, the channel has launched a consumer-driven, viewer-interactive, 2525-based contest called ‘Get Lucky’.
Commenting on the marketing initiatives of Lucky, Max EVP & business head Albert Almeida says, “The DHL Presents ‘Get Lucky’ Contest is yet another marketing effort that builds a buzz around a big movie Premier like Lucky by involving the viewer and rewarding them for it too. The response till date has been overwhelming with close to half a million entries being received in under a week. This is the highest response for any movie based contest on Max or any channel in the genre.”
The campaign consists of an on-air spot and is backed by an extensive outdoor and print campaign across three key markets – Mumbai, Kolkatta and Ahmedabad. This campaign includes an extensive van campaign (across 30 cites and towns) and will be fuelled via Radio, the internet and the channel’s short code 2525, the release adds.
To take part in the ‘Get Lucky Contest’, viewers have to SMS “LUCKY” to 2525. By doing this, the participant will get a question to answer, and if he answers correctly, he gets a “Unique Number”. To know whether his number is lucky one he needs to watch the premiere. To increase his chances of winning, he could keep SMSing lucky to 2525.
Every day one lucky number wins a mobile phone and 100 others win attractive prizes that will be announced the next day on Max during the primetime movie band.
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.
