MAM
Tonic Worldwide launches ‘Craft’
Mumbai: Tonic Worldwide – a digital-first creative agency, has announced the launch of ‘Craft’ – a community platform that recognises the relevance of craft, celebrates creative work and helps budding talent with the resources to succeed.
In an era marked by relentless technological advancements the creative industry finds itself increasingly detached from their craft. The leadership at Tonic Worldwide found the need for an industry-wide initiative – a first-of-it’s-kind platform that unites creatives from advertising, filmmaking, branding, product design, animation, visual FX, web design and other commercial creative mediums to share knowledge and collaborate to keep the crafts alive. The platform is anchored by three main pillars:
● Spotlight: This segment showcases case studies across advertising, branding, product design, filmmaking, animation, visual FX, web design and other creative mediums. The idea is to question creativity and its subsequent creations in turn creating knowledge hubs and pools for talent to upskill and excel.
● Stage: Get access to learn from the best in the industry through masterclasses, round tables and quick tutorials, which empower creatives with the resources to succeed. Experts dissect their craft for budding and professional creatives to absorb and adopt.
● Studio: The platform organizes workshops, designathons, writer retreats, filmmaking sessions, hackathons, and other events which serve as incubators for creativity, enabling participants to bring their ideas to life while providing brands and communities with fresh, innovative perspectives.
Speaking on this initiative, Tonic Worldwide founder & CEO Chetan Asher said, “The technological advancements have been rapidly changing the way we perceive craft. Here is a platform where craftswomen and men come together to focus on the basics, learn from each other’s process and collaborate with the ecosystem that includes advertising, marketing, communication and other commercial creative mediums”.
Head of Craft & chief curator Ashwin Dutt Ponamgi added, “A craftsperson lives for the process, and not just the outcome. If you notice, there are many innovative and groundbreaking pieces of work that go unnoticed. It has become increasingly important to create a community that shares the love for their craft, celebrates various art forms and sustains old techniques. We aim at lauding good work, engaging creatives in community events, and imparting knowledge through curated workshops”.
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.
