MAM
Singham powers Star Gold to 221 GRPs
MUMBAI: For Star India, the unconventional strategy of premiering a big-ticket film on its movie channel rather than on Star Plus seems to have worked.
Powered by the Ajay Devgn-starrer Singham, Star Gold has seen a 70- GRP (gross rating point) jump, aiding the channel to cross 200 points.
Star Gold closed the week ended 10 September with 221 GRPs, up from 151 GRPs in the trailing week.
Singham, which was premiered on 10 September, clocked 8.7 TVR, highest on any Hindi movie channel in the recent past and third highest after 3 Idiots (10.88 TVR on Sony Entertainment TV) and Dabangg (9.2 TVR on Colors).
“We are very happy with the viewers’ and advertisers’ response for the premiere of Singham. And we have many more movies in our bank to enhance viewing experience,” Star Gold senior vice-president Hemal Jhaveri said.
When compared to the screenings on Hindi movie channels, Singham’s roar is the loudest, followed by 3 idiots (6 TVR, second airing) and Robot (4.1 TVR), both on Max.
Star Gold had put all the marketing efforts behind creating a buzz around the world TV premiere of the movie.
The Hindi movie genre, fought at the top among Max, Zee Cinema and Star Gold, is marred with low stickiness.
“The ratings may help other channels to think of premiering films on movie channels, which ideally should be the case. The top four GECs alone show 20-25 movies collectively every week. This practice should stop,” the business head of a rival movie channel said.
Jhaveri believes that the players need to constantly change the game. “The rules are changing and there is no set formula. We are also experimenting. We were the first to air five movies a day and now have increased it to six. We have cut down on our advertising time and it is helping increasie the time spent on the channel,” he said.
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.
