MAM
Taproot Dentsu innovates with Airtel’s life-saving wallpapers
MUMBAI: Taproot Dentsu, the creative agency from Dentsu Aegis Network, has partnered with Airtel, India’s leading telecom service company, with an innovative solution for people who become unfortunate victims of accidents.
In an accident or medical emergency, one may want to help, but there is no way a stranger can reach out to the victim’s family because the phone contacts are stuck behind pass codes. Howsoever a person wishes to be a Good Samaritan, this is one wall no one can get beyond.
That’s where Taproot Dentsu’s innovation comes in. The Life Saving Wallpapers help everyone make mobile wallpapers with emergency contacts and blood group, so that that information remains accessible without having to unlock the screen. Dentsu WebChutney, Airtel’s Digital partner, supported the idea with flawless execution.
Taproot Dentsu (Gurgaon) creative head Titus Upputuru adds, “At Dentsu Aegis Network, we are innovating the way brands are built in today’s world. In the unfortunate circumstance of an accident, when the victim becomes unconscious or is badly injured, there is no way people can reach out to the victim’s family and friends because the contacts are hidden behind the phone’s passcode. That’s where Airtel’s Lifesaving Wallpapers come handy. All the important data such as emergency contact numbers and blood group details are now available on the phone screen through the customized wallpapers, so that people can reach out to those who need to be contacted and help the victims. Across India, people are benefitting from this initiative. Who thought Wallpapers can save lives, but in today’s world it is possible.”
Airtel Lifesaving Wallpapers is a mobile-first site, which embeds emergency info on mobile wallpapers, irrespective of your phone or network. It is provided to people via social media. The campaign is supported by social media posts, retail posters and other collaterals, at different points of contact with people at large.
The idea won two Gold awards at the recently concluded Goa Fest 2017, India’s best advertising festival.
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.
