Brands
The Belgian Waffle Co’s National Waffle Day extravaganza draws massive crowds despite heavy downpour
Mumbai: On 19 July, The Belgian Waffle Co, India’s largest waffle brand, joyously celebrated the National Waffle Day, an initiative they introduced to India. Marking the same, the brand launched a captivating campaign that left waffle enthusiasts in pure bliss, making it an unforgettable and a heart-warming event. Over the years, the brand has been organizing an extraordinary waffle extravaganza across various regions in India, and this year’s celebration reached new heights of excitement and delight.
The three-phased campaign with a theme of #GetWaffling conceptualised by SoCheers, an independently-led creative digital advertising agency, commenced with an intriguing teaser phase, skilfully generating buzz across digital platforms, and outdoors, building anticipation for the grand event on 19 July. True to their tradition, the brand offered delectable waffles at a mere Rs 100, enhancing the excitement and engaging their audience on social media with clever throwbacks to the previous year’s celebration.
To further establish the importance of the day, the brand took to their digital to unveil how people began conjuring up creative and humorous excuses to secure a day off from colleges and workplaces on that day. This further piqued curiosity and amplified the campaign’s resonance among the target audiences. This thought of ‘giving excuses’ was taken alive across different campaign activities like influencers on Social Media and RJs on Radio, which helped in creating a consistent tone of voice for the campaign. Not, only this, but the brand’s employees too went on to their LinkedIn to post about excusing themselves from work on 19 July.
As the campaign momentum grew, The Belgian Waffle Co, seamlessly shifted the focus to the number ‘100’ to emphasise the offering of ‘any waffle at Rs 100’. A captivating Instagram video featuring a girl humorously encountering the number ‘100’ everywhere, further urged viewers to indulge in delicious waffles for just Rs. 100 on 19 July.
Taking the excitement to new heights, the brand created another video of a helicopter soaring above the breath-taking Mumbai skyline, displaying a banner highlighting the incredible offer. The share-worthy content pieces instantly hit a chord with brand’s GenZ target group and created a lot of conversations on social media.
And, all of this resulted into humongous success for the brand and made people literally queue-up outside the stores despite a heavy downpour in many cities, simply to relish their favourite waffles. The brand and agency left no stone unturned, resulting in a remarkable spike of 12K followers within a single day and an astonishing surge in sales, reaching an impressive three lakh plus footfalls across 434 active stores PAN India in just 1 day.
The Belgian Waffle Co executive director and CEO Ankit Patel shared his joy, stating, “We are overwhelmed by the heart-warming response to our National Waffle Day campaign, and it brings us immense joy to see how people relish our waffles with such enthusiasm even in extreme weather conditions. It’s a true testimony of our brand the product quality and our ability to deliver a superior product experience at scale through meticulous planning and exceptional execution. Driven by innovation and an intuitive understanding of consumer preferences, we have always embraced modern trends and digital marketing, effortlessly connecting with a new generation of food enthusiasts, particularly the vibrant and tech-savvy GenZ audience. And, the National Waffle Day campaign stands as a testament to the brand’s ability to create not just products, but genuine and shareable experiences that forge lasting memories.”
SoCheers head of digital marketing Rajni Daswani enthusiastically shared, “Titled, the #GetWaffling the campaign has exceeded all expectations, transcending the conventional boundaries of a product promotion to deliver an immersive experience. Witnessing the seamless conversion of digital engagement into tangible offline footfalls has been a great journey. The perfect synchronization of entertaining content that resonates with GenZ’s preferences, coupled with an irresistible offer, has proven to be a winning strategy, resulting in tremendous success for the brand.”
The National Waffle Day campaign proved to be a resounding triumph, embodying the spirit of unity, joy, and delectable indulgence as people across India celebrated the very essence of National Waffle Day on 19th of July. The Belgian Waffle Co along with SoCheers not only marked the occasion but also left an indelible mark in the hearts of waffle enthusiasts, promising even more delightful surprises in the years to come.
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.
