Brands
UltraTech Cement appoints Tilt Brand Solutions as brand agency on record
Mumbai: UltraTech Cement has awarded its through-the-line brand and communications mandate to Mumbai-based Brand and Communications consultancy, Tilt Brand Solutions – a part of Quotient Ventures.
UltraTech is a flagship brand of the Aditya Birla Group, and is India’s manufacturer of grey cement and ready mix concrete. It is also the largest single-brand retail chain with over 3000+ stores across India.
Speaking of the development, UltraTech Cement president head-marketing Ajay Dang said, “We are excited about our partnership with Tilt Brand Solutions as we step into our next phase of growth. Their strategic and creative prowess as individuals and as a collective makes them a vital and perfect partner in our journey ahead.”
Quotient Ventures co-founder & group CEO T. Gangadhar added, “We are delighted that UltraTech have entrusted us with this mandate. We are inspired by the company’s vision and ambition, and the opportunity it presents, especially in light of a new and emerging India. We look forward to partnering Ultratech on this exciting journey.”
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.
