Brands
PAD Group launches its branded content arm Hotcult
Mumbai: PAD Group, an established & integrated communications agency that is running creative, digital, and production services for brands announces the launch of its branded content venture – Hotcult. Hotcult aims to cultivate culture to produce distinctive human experiences that have a long-lasting influence on behaviour by focusing on culture, consumption, and commerce; its proprietary concept – is ‘connecting loculturally’. The company is headquartered in Mumbai with offices in Hyderabad and Bangalore.
Hotcult will be positioned as a GLOCUL and LOCUL solutions provider, catering to a diverse country like India, i.e. Bharat, with a deeper understanding and expertise of the cultural landscape. Whether it’s through TVCs, short or long-format videos, immersive digital experiences, or authentic influencer collaborations, Hotcult shall enable brands to not just relate but resonate with their target audiences, driving engagement, loyalty, and business growth.
PAD Group CEO and founder Gautam Reddy, commented on the launch, said, “When it comes to advertising, the one-size-fits-all strategy is slipping to the side-lines. The idea now is to think locally and culturally to ensure that any communication is current and timeless. The changing landscape is a testament to the fact that culture and authentic representation is of utmost importance. Trends and countertrends may come and go, but culture always finds a new shape and form to prevail. Hotcult’s expertise lies in bringing out these hidden gems and fusing them with brand strategy in a very symbiotic manner, to create campaigns of great impact.”
Hotcult shall be creatively led by Rupesh Kashyap, known for his culturally nuanced, rooted, and yet contemporary strategies and concepts. He is the writer behind the classic “Swami-Savithri” ad film made for Green Plywood in 2005, which became the inspiration for the recently released Malayalam movie “Nanpakal Nerathu Mayakkam.” probably the first of its kind where an ad film inspired the plot of a movie. He was instrumental in the launch of Disney Hotstar in South India. In his previous role, he assisted Aha with rebranding and drove the development of the premium service Aha Gold.
Elaborating on this, chief content officer Rupesh Kashyap, “Hotcult, as the name implies, is focused on making brands HOT with culturally nuanced stories. Hotcult will fill a critical gap in the market for creative services of an agency that understands the pulse of Bharat. While the majority of national brands only talk about connecting locally through language, we take a true hyper-local approach with culture, highlighting how ‘culture drives consumption’ and ‘belief drives behaviour’. The idea is to connect with the audience ‘loculturally’– whether through retail experiences, product experiences, content, or any other brand experience medium.”
Hotcult, with its extensive expertise, shall combine data-driven insights and innovation with a deep understanding of culture and a relentless focus on delivering exceptional results.
The agency’s commitment to linguistic diversity – Tamil, Telugu, Kannada, Malayalam, Hindi, and English shall ensure that the content reaches and resonates with a wide range of audiences, fostering a sense of belonging and inclusivity.
With over a decade of experience, PAD has worked with some of the finest national brands across sectors. The agency has serviced over 300 clients, which include Paytm, Dabur, Ecolink by Philips, Dr. Reddy’s Laboratories, Shapoorji Pallonji Real Estate, Viacom 18, Mantri, Raheja Mindspace, Holland & Barrett, Grenade India, Ratnadeep Retail, My Home Group, Sri Chaitanya Educational Institutions, Narayana Educational Institutions, Star Maa, Zee Telugu, AHA and many more.
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.
