MAM
Metamorphosis 2005! decodes ‘Cool’
MUMBAI: A marketing conference organised by the ICFAI students on 15 January at the Nehru centre delved into ‘What’s Cool’ in the current context and how a marketer should understand, identify and capitilise the ‘Cool’ phenomenon.
The seminar saw speakers from all walks of the industry with the likes of R Balakrishnan, executive creative director, Lowe to Kaushik Roy, marketing head, Reliance Infocomm, Sumnatra Duta CEO Radio City to Alok Kejriwal CEO Contest2Win to name a few.
While Dutta defined ‘Cool’ as an emotion which can be expressed in diverse ways, Balakrishnan simply put it as interesting and a breath of fresh air.
Coming to why this desperation today to be ‘Cool’? Balakrishnan pointed out that there is a price to be paid for being cool. But one must know when to stop being cool to survive. Brands that position themselves as cool forget that they have to uncool things to remain cool.
Session one focusing on dissecting cool behavior had speakers like Meera Tenjuria director Aarohan Communictions and Veer Bothra project manager netcore Solutions. Tenjuria first pointed out that unlike advertising which has total control of the communication that is being sent out, public relations was a sum total of the analysis of reactions of the editorial. Cool was dissected as a mindset and a perception which need not have a direct co-relation to the product. Cool was also said to be stated in reference to the age group, industry, phase of society and cycle of rebellion .
Another point of contention was the role of the media. Media forms a crucial part of a brand strategy to create ‘cool’ parameters. While media reports trends, a number of times media also creates trends.
Bothra touched upon buzz marketing and the importance of word-of- mouth, which is the ultimate catalyst in boosting a brand.
While on the issue of developing ‘Cool’ products, speakers Ankan Biswas GM Philips and Biju Dominic VP Mudra Communications pointed out steps for the same.
1) Indentifying a need for the youth that is cool.
2) Articulating and defining the product attributes
3) Checking the environment or trend of a similar product
4) Evaluation of market forecast in terms of value and volume
Dominic also pointed out that thinking ahead in terms of ‘Cool hunting’ was crucial to the whole game. “The trick is really to dig deeper and do away with the peripheral.”
Session three defined exploring the ‘Cool and Gadget’ connect with Kejriwal and Roy as key speakers. While Roy emphasised on the fact that today’s youth want to be entertained all the time, and more and more people are out-of-home nowadays, Kejriwal presented three case studies on what he thought was really cool. The Apple i-pod, the segway human carrier and the Livestrong band.
The seminar concluded with an underlined thought that ‘Cool’ was a mindset and cool things market themselves. In essence, a product that is cool gratifies immediately.
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.
