Sports
DriveX launches trust-focused campaign for Consumer Rights Day
Film celebrates rider journeys in $15bn pre-owned two-wheeler market.
MUMBAI: DriveX just wheeled out a trust triumph because on Consumer Rights Day, the real journey isn’t on two wheels; it’s the bond between rider and reliable ride. DriveX, India’s leading refurbished two-wheeler brand, unveiled a new brand campaign on World Consumer Rights Day 2026 that spotlights the everyday journeys of millions of commuters and the trust underpinning consumer-brand relationships. The heartfelt short film captures real-life moments across South Indian cities: students dashing to interviews, parents juggling duties, gig workers enduring long shifts and professionals kicking off their day at dawn.
For many, a bike or scooter isn’t mere transport, it’s independence, opportunity and a steadfast companion through life’s grind. The campaign underscores that pre-owned doesn’t mean second-best, especially with DriveX’s 300 plus quality checks, transparent pricing, easy finance options and customer-first initiatives like DriveX Direct.
DriveX CEO Devesh Taparia said, “World Consumer Day reminds us that trust is built when brands put their customers at the centre. For millions of riders, a two-wheeler enables work, mobility and opportunity. With this campaign, we wanted to recognise that connection and reinforce DriveX as the right choice for reliable pre-owned two-wheelers.”
India’s pre-owned two-wheeler market, valued at over $15 billion, remains vital for affordable mobility but has long been fragmented, raising concerns over quality, transparency and documentation. DriveX is addressing these pain points through verified vehicles and structured processes, delivering a more dependable buying experience.
In a world where commutes can feel like chaos, DriveX isn’t just selling wheels, it’s handing riders the quiet assurance that their bike will show up every day, just like the ambitions it carries.
Sports
Ferrari CEO embraces Hindi mantra at India awards
Benedetto Vigna calls “hoga kaise nahi” perfect expression of brand philosophy.
MUMBAI: Ferrari’s boss didn’t just visit India he came back speaking fluent aspiration. Benedetto Vigna, CEO of Ferrari, revealed at the CNBC-TV18 India Business Leaders Awards 2026 on 14 March that a Hindi phrase he heard during his trip “hoga kaise nahi” (how will it not happen) perfectly captures the Italian marque’s relentless drive to redefine what’s possible.
Speaking on stage in Mumbai, Vigna described the line as a sharper, more powerful version of Ferrari’s own mantra, “We redefine the limit of the possible.” He said the phrase struck him instantly, “It is much shorter, better and more effective.”
Vigna stressed that Ferrari’s strategy has never been about chasing volume. “We don’t sell. We want people to fall in love with what we do,” he explained. The company continues to develop a diverse range hybrids, pure combustion engines and full electrics while staying true to the emotional pull that makes customers aspire to own one.
The comment came during a wider discussion on leadership and innovation, where Vigna shared another guiding principle, “Learn from everyone, everywhere. I have not met a person from whom I could not learn anything.”
In a room full of India’s business elite, the Ferrari CEO turned a simple Hindi expression into the evening’s most memorable line proving that sometimes the fastest way to accelerate isn’t with horsepower, but with the right four words.
