Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
Brands
MS Dhoni joins Cars24’s Crashfree India as Goodwill Ambassador
Cricketing legend lends his voice to the fight against road fatalities in India.
MUMBAI: MS Dhoni has traded his cricket whites for a new kind of captaincy, one that aims to save lives on India’s roads. The former India captain has been appointed Goodwill Ambassador for Crashfree India, Cars24’s national road safety initiative. The move brings one of the country’s most trusted and disciplined public figures to a cause that desperately needs both credibility and urgency.
India continues to record the highest number of traffic fatalities globally. In 2024 alone, 1,80,000 people lost their lives on Indian roads, one every three minutes. The country has roughly 1% of the world’s vehicles but accounts for 11 per cent of global road deaths. Shockingly, 66 per cent of those killed were between 18 and 34 years old, the most productive age group, and nearly 10,000 were school students. Seven in ten fatalities were linked to overspeeding.
Dhoni, known for his calm judgment under pressure, did not mince words when speaking about the issue. “A vehicle gives you freedom, but it also gives you responsibility,” he said. “On our roads, too many people still see safety as a rule to follow only when someone is watching. That mindset has cost us far too much.”
He added: “We already know what is going wrong. We know how many lives are being lost. What we need now is not more excuses. We need more responsibility, more discipline, and more respect for life.”
For Cars24, the association goes beyond a celebrity endorsement. Founder and CEO Vikram Chopra described Dhoni’s involvement as a game-changer: “His understanding of Indian roads is grounded in lived experience. He holds us to a higher standard and his involvement challenges us to push this mission further.”
Crashfree India aims to shift the national conversation on road safety from reaction to prevention, from accepting deaths as routine to treating them as the urgent failure they are. With Dhoni on board, the initiative gains a powerful, trusted voice that transcends statistics and connects directly with millions of Indians.
In a country where dangerous driving is too often mistaken for confidence, Dhoni’s message is refreshingly clear: true strength lies in control, discipline, and respect for life. When one of India’s most respected captains decides to lead this fight, the conversation suddenly becomes much harder to ignore.
The roads just got a new captain. And this time, the goal is not to win a trophy but to save lives.
