MAM
TOI innovates, brings out double newspaper during the weekend
NEW DELHI: On 19 September, the newspaper readers were in for a surprise as there was not one but two Times of India newspapers at the doorsteps of the readers.
Initially, the consumers were confused, but later they realised that the publisher did it intentionally to seek their attention and create a richer reading experience.
“In our constant endeavour to give you more we’re doubling your delight quotient today. We bring you not one but two front pages” read the announcement.
Commenting on the two newspapers on a single day, TOI president response Partha Sinha said, “The Times Group had been a pioneer when it comes to innovation. This is in line with the tradition. Our research showed that people are spending more time on the newspaper during this period and they need more reading material. We also figured out that there’s a queue of sorts in the morning and people want to share the paper especially on holidays etc. This created a great reading as well as sharing experience.
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Times Group believes that this festival, people may not have enough opportunities to go out of their homes. So the home needs to made more interesting and there needs to bigger engagements from newspapers. “This is one of the many interesting ideas we have in store this festive season. This is the beginning of things to come. We have a lot planned for our readers and advertising partners – from exciting promotions, incentives to initiatives that can make a change in society. There’s lot more action coming your way” added Sinha.
The initiative met with some resounding feedback ranging from positive sentiment to some tongue-in-cheek comments. A resident of Bengaluru, Shabari, says that for once she and her husband could read the newspaper at the same time without fighting about who gets which paper first. “With two papers and two sections of everything, it was such a peaceful morning. My Saturday began really well. Maybe I should consider ordering two newspapers every day.” she concluded.
In a survey across Mumbai, Delhi and Bengaluru the initiative has been appreciated up by over 75 per cent of the readers.
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.
