MAM
mCaffeine says get ‘Addicted to Good’ in latest campaign
Mumbai: Caffeinated personal care brand mCaffeine has collaborated with actors Radhika Apte, Shruti Hassan, and Vikrant Massey for its upcoming campaign to help establish an ‘addiction’ to all the good caffeine can do. The brand film is targeted towards the Gen Z audience while communicating the D2C brand’s ‘Addicted To Good’ proposition.
“Given the rising awareness about personal care, with our ‘Addicted To Good’ campaign, we aim to emphasise the benefits of our hero ingredient and solidify mCaffeine’s position as India’s most favourite caffeinated personal care brand,” said mCaffeine CEO & co-founder Tarun Sharma. “The proposition comes from the human insight that we are essentially creatures of habit that favour repetition. A single good habit can often lead to another, starting a chain of goodness. Representing the young and energetic go-getters who the brand’s products are made for, the three ambassadors will share the goodness of caffeine with everyone – along with the good that the brand does at large.”
Aside from opposing animal testing, the colour, the gender-neutral brand promotes clean, sustainable living. With the ‘Addicted To Good’ message, mCaffeine aims to inspire the audience to unearth their full potential and be the best version of themselves – because feeling good is everyone’s right, said the brand.
“For me, personal care is not just limited to outer appearance but a feeling of goodness from within. I have personally been a mCaffeine user, and I stand by the ideology of the brand. mCaffeine – 100% natural, vegan, cruelty-free, and with zero plastic footprint – has consistently made a meaningful impact in today’s world by supporting addiction to the goodness of caffeinated personal care products,” said Shruti Hassan.
“Looking at the growing consciousness of today’s millennials, I believe that we all must pledge to products that make us addicted to not just a good regime but also a good environment,” said Radhika Apte.
Vikrant Massey added, “The pandemic has brought me closer to myself and my personal care routine, and I think that’s the scenario with everyone. Consumers are looking for an impactful factor in every choice they make, and a brand like mCaffeine, in today’s time, is making it easily possible for them with their consistent efforts.”
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.
