ITV

Category: Media and Advertising

  • Bombay Sapphire draws inspiration from Taj Mahal for global campaign

    Bombay Sapphire draws inspiration from Taj Mahal for global campaign

    Mumbai: Bombay Sapphire Creative Lab launches its global campaign, “Saw This, Made This” in India on World Creativity Day. Featuring city-inspired art installations and crafted cocktail experiences, the initiative celebrates India’s diverse artistic heritage. Bombay Sapphire’s Creative Labs aims to inspire creativity within oneself.

    At its core, this endeavour is about drawing inspiration from the rich tapestry & natural art of India, captured by Rohan Shresthaa and reimagined by Klove Studio. This campaign aims, whether it’s the iconic landmarks or the serene landscapes, there exists a wellspring of creativity waiting to be tapped into.

    “At Bombay Sapphire  Creative Lab, we believe creativity isn’t a privilege for the few, it’s a spark waiting to be ignited in everyone. This campaign is rooted in that idea – that inspiration can be found anywhere, in anything, waiting for the right eye to see it and demonstrates the brand’s continued commitment to creativity, both inside the cocktail glass and beyond.” – Mahesh Kanchan said, as the marketing director, Bombay Sapphire Creative Lab.

    Rohan Shrestha embarks on a journey across India, not as a tourist, but as a creative hunter.  He captures the beauty of the Taj Mahal and delves deeper, seeking the vibrant nightlife along Mumbai’s Queen’s necklace. Even Goa’s Parra Road, known for its tall Palm trees and the pink-bloomed flowers of Bengaluru’s Cubbon Park, is seen through Shrestha’s unique lens, showcasing a kaleidoscope of colours and textures, waiting to be reimagined.

    “Saw this, Made This presented a unique opportunity to push my boundaries and explore uncharted creative territories. With these experiences, I discovered a wellspring of inspiration. Stepping outside one’s comfort zone can be truly transformative, and this project is a testament to the power of embracing new challenges for me.” – Photographer Rohan Shrestha, further added.

    Meanwhile, within the walls of Klove Studios, a different kind of magic unfolds. Prateek Jain and Gautam Seth from Klove become the ‘makers’ in “Saw this, Made this’, reimagining Rohan’s vision into stunning art installations. This intriguing collaboration promises to redefine how we see the world around us and the potential to create extraordinary art hidden within.

    “For this campaign, we envisioned a lighting experience that mirrored the brand’s spirit of exploration and discovery. We aimed to create an atmosphere that sparked curiosity and ignited creativity, just like the Bombay Sapphire  Creative Lab itself”, said   Klove Studio founder and creative directors Prateek Jain and Gautam Seth.

    Through this fusion of vision and craftsmanship, Bombay Sapphire  Creative Lab reaffirms its commitment to fostering a global community where inspiration knows no boundaries. The essence of India’s cultural landscape is brought to life in a symphony of creativity and ignites a chain reaction of innovation, proving that the potential to create art lies within us all. As the journey continues, may it serve as a beacon of inspiration and remind us that within every moment lies the potential for extraordinary creation.

  • BJP Vs Congress, PM Modi’s campaign sets new benchmark for political PR and communications

    BJP Vs Congress, PM Modi’s campaign sets new benchmark for political PR and communications

    Mumbai: The campaigning for Lok Sabha elections is in full swing across the length and breadth of India. Political parties are flexing their muscles to engage in the poll battle of power and politics. They are somersaulting to prove themselves to be self-righteous and infallible while accusing others. In the dance of democracy, where we, the people of India, are innocently mute spectators as if their voices are getting drowned out, a “Chunavi” rhetoric slogan storm is brewing, with the air thickening with mudslinging and whataboutery. This phenomenon is not happening only with the current election cycle; rather, the political slanging match of the election gung-ho is becoming hotter and shriller day by day, surpassing the feverish excitement surrounding IPL cricket matches.

    Amidst the no-holds-barred electoral campaign, two incidents grabbed the headlines: first, Kangana Ranaut Vs Supriya Shreinate’s queen-sized row over remarks and counter-remarks; and secondly, PM Modi slamming the Opposition (Congress and INDIA bloc) for allegedly eating Mutton during the holy month of Sawan, referring to Rahul Gandhi and RJD supremo Lalu Yadav cooking Bihar’s special “Champaran Mutton”. Both political incidents followed punches and counter-punches. In the rat race of “first to break the news”, the reputation and image of political personalities get badly battered when the rumbling media beam such news stories. Political parties compete in their mission to condemn their respective adversaries, making election time, which is deemed as the festival of democracy, a season of allegations.

    In a democratic country like India, where 97 crore people are eligible to cast their votes and shape the destiny of the battle of the ballot, proper dialogue and strategic communications play a pivotal role in swaying the minds of the 140-crore populace of this socially and culturally diverse nation, which stands tall as the world’s largest democracy. Connecting with voters, shaping narratives, drumming up electoral manifestos to match the mood of the voters, and managing crises in real-time in this digital AI-driven world are highly significant to win elections. Here comes the role of PR and effective communication strategies, which could be key determinants in influencing public opinion on the poll pitch of the Lok Sabha elections in 2024. Managing perception as well as meaningful connections between politics and people entails strategic communications. This General Election holds distinctive significance for the country and the Public Relations industry.

    Slogans wield a significant impact, setting the tone for the big battle of elections. These taglines encapsulate the essence of the vision of political parties and represent strategic communication moves to leave an indelible mark on people’s mindscape. Whether it’s “Sabka Saath, Sabka Vikas,” “Achhe Din,” “Pradhan Sevak,” “Beti Bachao, Beti Padhao,” “Vocal for Local,” “Make in India,” “Double Engine Ki Sarkar,” “Teesri Baar Modi Sarkar, Abki Baar 400 Paar,” or “Modi Ki Guarantee,” PM Modi’s electoral campaign taglines have reverberated widely across the country. Crafting such narratives to sway the poll mood of the nation is a herculean task, highlighting the critical need for strong PR and communication strategies in election campaigns. The 2014 Lok Sabha elections, which saw the BJP register a landslide victory under Narendra Modi, marked a watershed moment in communication strategies and political marketing. The innovative campaign tactics and masterful use of social media have set a new benchmark for PR and political communications in India.

    Notably, the business of PR and political consultancy has undergone exponential growth in India. During election time, the importance of the backroom system of ‘Chunavi Rajniti’ grows tremendously. From geographical boundaries to different political hues at the micro level of constituencies, managing the diversity of Indian voters demands well-crafted PR and communication strategies involving a wide gamut of functions. Political consultancy and PR firms bring together a wide pool of talent, including from IIMs, IITs, and top-notch B-schools, to leverage AI-enabled technology tools to hammer out effective campaign strategies, helping parties strike chords with their voters and appeal to mass demographics. Prashant Kishor-led I-PAC, a political consultancy firm, has earned many accolades for revolutionizing the course of electoral campaigns.

    Gone are the days of favouring one’s own people or bending to political heavyweights during ticket distributions. Today, the selection of candidates for election fights is guided by robust surveys and data analysis conducted by political consultancy and PR companies. With the wide network of the internet crisscrossing India, elections have become a digital battleground, which has thrown new challenges for election candidates and political parties. Winning and losing elections now hinge on the skill of engaging voters through effective messaging and impactful narrative. The ever-growing footprint of political consultancy and PR communications on the poll pitch undeniably reflects this shift. The convergence of strategic communications, data analytics, and AI-driven technology has reshaped the dynamics of PR and electioneering in India.

    As the Lok Sabha Election 2024 is billed to be the launching pad for making India a Viksit Bharat, the PR industry would play its king-size role in building trustworthy and reliable communications. On the occasion of National PR Day, celebrated every year on April 21, the Public Relations and Communications industry underlines the warm sentiment of one proverbial saying: “A good PR story is infinitely more effective than a front-page ad.”

  • Generative AI SaaS startup Onetab expands India operations

    Generative AI SaaS startup Onetab expands India operations

    Mumbai: Onetab, the generative AI SaaS startup kick-started by Saket Dandotia and Alok Patil has appointed three new senior members to strengthen its India operations. Harish Chouhan joins as Sr team lead, Pratish Gopinath comes on board as VP – corporate development and Ankita Phanse joins as head HR – strategy & planning of Onetab starting this financial year.

    This team expansion comes as a step towards Onetab’s long-term growth strategy across India and global markets.

    Harish Chouhan comes with over 17 plus years of industry expertise which spans across multiple domains. He holds strong leadership acumen that motivates cross-functional teams to deliver high-quality results leveraging his familiarity with agile tools like Jira and Trello. Prior to Onetab, he was with Panamax Infotech, Linkites Pvt Ltd, and InfoBeans Systems India Pvt Ltd. At Onetab he will be collaborating closely with the leadership team where he will contribute to strategic planning and execution along with fostering innovation, promoting excellence, and staying abreast of market trends and customer needs. He will play a key part in propelling Onetab toward its growth objectives and solidifying its position as an industry leader.

    Pratish Gopinath will be based out of Bangalore where he will be spearheading the Bangalore office opening and hiring process. He will also look into identifying and executing strategic partnerships, investor and VC relations and hosting Onetab’s latest initiative One Bharat across multiple cities across India.

    Ankita Phanse comes with over seven years of comprehensive experience in and around the scope of HR operations and generalist HR affairs. She holds an MBA with dual specialization in HR and finance, and her key role at Onetab is to leverage her expertise to develop and implement HR policies/processes and programs fostering a positive work culture at OneTab.

    Speaking on the new appointments, Onetab founder Saket Dandotia said, “I am excited for Onetab as we welcome Harish, Pratish and Ankita onboard. At Onetab we are currently on a growing spree, and we need a strong team with matches our long-term vision. With our new property, OneBharat, now activated and other activities in the pipeline, this step of hiring senior team members comes in sync with our future goals.”

    Onetab aims to provide seamless communication and collaboration with its proprietary custom LLM model, designed to revolutionize the way teams interact and work together. This feature of the start-up sets it apart from the current competition in the market.

  • Havas Worldwide India appoints Arjun Jetly, Neharika Awal, Ajitesh Verma & Monish Gupta as executive creative directors

    Havas Worldwide India appoints Arjun Jetly, Neharika Awal, Ajitesh Verma & Monish Gupta as executive creative directors

    Mumbai: Havas Worldwide India, the creative agency of Havas India, has strengthened its creative team with the appointment of Arjun Jetly, Neharika Awal, Ajitesh Verma, and Monish Gupta as executive creative directors.

    Based out of Gurugram, all four will report to Anupama Ramaswamy, chief creative officer of Havas Worldwide India, and will be responsible for further strengthening the creative offering of the agency.

    Speaking about the appointments, Havas Worldwide India chief creative officer Anupama Ramaswamy said, “Now is the time for our work to shine. And I can’t think of a better team to lead this than Neharika, Monish, Arjun and Ajitesh. I’m delighted to welcome them into the Havas family. They are a dynamic bunch, brimming with new ideas, each having their own individual strengths, which will not just help the brands we work on but also the teams. I believe in their capabilities and mindset to take Havas Worldwide India to newer heights.”

    His second stint with Havas Worldwide India, Arjun was the brain behind some of Durex’s most-loved campaigns including Mutual Climax and Invisible. He joins the agency from Cheil India and has also worked in agencies like The Glitch. Over the course of his career, he’s worked extensively on marquee brands from across categories including Durex, Veet, Mirinda, 7Up, Monkey Shoulder, Lay’s, Kurkure, Doritos, Cadbury, 5-Star, Horlicks, Eno, Happydent, Mentos, Adobe, MG Motor, to name a few. He has also won prestigious awards for his work, including Cannes Lions, Effies and ABBYs.

    Neharika has joined Havas Worldwide India following an eight-year stint in Dentsu. Before Dentsu, she worked at Leo Burnett, Saatchi & Saatchi, Ogilvy and DDB Mudra. Through the course of her career, she has worked with leading brands including Honda Cars, OLX, Biba, Chaayos, Tasva, Canon and Dominos, to name a few, and has prominent awards including Effies and ABBYs to her name.

    Ajitesh has worked with erstwhile Wunderman Thompson, BBDO India, McCann Worldwide and Leo Burnett before joining Havas Worldwide India. Some of his most accomplished work has been on brands from diverse sectors including Meta, The Times of India, Flipkart, PhonePe, Swiggy, Mountain Dew Global, Pepsi Foods, ITC, Britannia, Nestlé and GSK.

    Through his career, Monish has managed a wide portfolio of brands, including some of the biggest names in auto, consumer electronics, lifestyle, fashion, and hospitality including Maruti Suzuki, Honda Bikes, Citroën, LG, Samsung Phones, Myntra, and Burger King, among others. Monish who joins Havas Worldwide India from Leo Burnett has also worked at Dentsu, Lowe Lintas, erstwhile J Walter Thompson and Cheil.

  • Trident Group celebrates unsung heroes in a new empowering campaign

    Trident Group celebrates unsung heroes in a new empowering campaign

    Mumbai: Trident Group, an Indian textile conglomerate and a global player has unveiled a compelling new campaign titled ‘Karamyogi Ki Udaan’ on Trident’s Mission Day. Celebrating the unsung heroes within the Trident community, the initiative showcases inspiring narratives of karamyogis who have triumphed against all odds, embodying grit, resilience, and remarkable achievements.

    ‘Karamyogi Ki Udaan’ campaign reflects Trident Group’s unwavering dedication to fostering an inclusive and empowering community. Through a series of impactful videos, the campaign sheds light on the remarkable stories of unsung heroes within the Trident community, highlighting their extraordinary contributions and impact at workplaces, communities and the Trident family network at large.

    Emphasizing the ethos of ‘Golden Hearts, Golden Trident’, the campaign in collaboration with Josh Talks symbolizes the passionate commitment and dedication exhibited by every member of the Trident family. These individuals, known as karamyogis, demonstrate the profound impact of service and compassion, embodying the core values of Trident Group.

    Commenting on the campaign, ‘Karamyogi Ki Udaan’, an Initiative by the Trident Group, Trident Group chief marketing officer Harshvardhan Singh Chauhan said, ‘The ‘ Karamyogi Ki Udaan’ campaign is a celebration of the unsung heroes within the Trident community, whose dedication and selflessness embody the spirit of ‘Golden Hearts, Golden Trident’. Through this series of captivating videos, we wanted to shine a spotlight on the stories of these individuals whose unwavering commitment has left an indelible mark on the community.’

    Commenting on the conceptualization of the campaign, Josh Talks head of partnerships Varun Khera said, “At Josh Talks, we strongly believe and have witnessed first-hand in the power of stories creating a ripple effect of positive change. Our collaboration with Trident Group is an opportunity to spotlight the incredible stories of their ‘karamyogis’ and elevate them as role models who are, further, going to inspire others to lead change in their own communities.”

    As part of the campaign, 2-minute inspirational life videos have been meticulously crafted for the final selected ten karamyogis, capturing the essence of their extraordinary stories. These videos will be released starting April 20th, inviting viewers to be inspired by the resilience and determination of these exceptional individuals.

  • Zing’s #NoBahanaDutyNibhana campaign encourages youth to vote

    Zing’s #NoBahanaDutyNibhana campaign encourages youth to vote

    Mumbai: India, the world’s largest democracy, is gearing up for its grandest celebration of governance by the people – its Lok Sabha elections. The first leg kicked off on 19 April. However, a concerning issue gripping the country: low voter turnout at the electoral process, prevalent among both urban and rural youth.

    To address this issue, Zing, the popular youth entertainment channel from Zee Network, has launched the #NoBahanaDutyNibhana campaign. The modern life of today’s youth is characterized by a fast pace with numerous commitments such as work, family, social engagements, and personal pursuits. Dealing with the paucity of time is a multifaceted issue influenced by a combination of personal, societal, and environmental factors.

    People often prioritize and schedule important life events in the process, but voting does not receive the same attention. Using the device “Time Nahi Hai” to highlight the crucial importance of making time to exercise your fundamental right as a citizen. Zing’s campaign urges viewers to prioritize voting, acts as a reminder to its viewers of the phased Lok Sabha election dates by directing them to the Election Commission of India website, leveraging its reach on TV and social media.

    Additionally, Zing will also be engaging with the youth on social media, through a series of activities to encourage voting and drive awareness using interactive polls, influencers, and informative content.

    Your vote isn’t just your duty, it’s your responsibility. Let’s shape our future together. Go vote and let your voice be heard!

     

     
     
     
     
     
     
     
     
     
     
     
     
     
     
     

    A post shared by Zing! (@zingtv)

     

  • RR Kabel unveils RR Signature Fans in #AapkeKaamKiBaat TVC

    RR Kabel unveils RR Signature Fans in #AapkeKaamKiBaat TVC

    Mumbai: R R Kabel Ltd, a wire and cable manufacturer, has announced the rebranding of Luminous Fans to RR Signature Fans. Coinciding with the onset of summer in India, RR Signature Fans introduce a 24-second TVC campaign with the hashtag #AapkeKaamKiBaat, highlighting their unparalleled features and benefits. These fans fall under the RR Kabel product portfolio, ensuring a seamless transition for customers while retaining the essence of quality and reliability associated with Luminous. This strategic move follows RR Kabel’s acquisition of Luminous Power’s home electrical business (HEB) in April 2022.

    The acquisition of Luminous’ HEB was a pivotal step for RR Kabel, aimed at fortifying its consumer electrical business. With a diversified portfolio encompassing fans, lights, and appliances, RR Kabel is poised to make significant strides in the premium segment of the industry. Luminous’ HEB, renowned for its innovative designs and energy-efficient solutions, including star-rated premium designer fans, has paved the way for RR Kabel to expand its offerings and cater to the discerning needs of consumers in India.

    RR Signature Fans, the latest addition to RR Kabel’s portfolio, offer unmatched features. These fans are up to 60 per cent energy-saving, feature an RF remote, and comes equipped with an in-built stabilizer, capable of operating within a voltage range of 100-300V.

    “We are excited to unveil RR Signature Fans as a testament to our commitment to innovation and excellence in the consumer electrical segment. Everyone has a different style, taste, and perspective, and when it comes to decorating homes, each individual loves to add their personal touch and express their unique sense of beauty. With this understanding, RR Kabel brings you an extensive range of RR Signature Fans, offering unparalleled features that cater to the evolving needs of our customers. Our innovative technology, combined with aesthetically pleasing design, allows you to decorate your home and experience the warmth of delight”, said R R Kabel Ltd MD Shreegopal Kabra.

    RR Signature Fans will continue to embody the legacy of Luminous, while leveraging RR Kabel’s extensive resources and expertise to push boundaries and set new benchmarks in the premium fan segment.

  • Hyundai Motor India launches ‘Grameen Mahotsav’

    Hyundai Motor India launches ‘Grameen Mahotsav’

    Mumbai: Hyundai Motor India Ltd. (HMIL), embarks on a mission to deepen its roots in rural India. Recognising the diverse needs of consumers across every corner of the country, Hyundai Motor India proudly introduces “Grameen Mahotsav” – a vibrant initiative celebrating the essence of rural India. With rural sales accounting for over 19 per cent of its total sales, HMIL is committed to fostering strong bonds with rural communities.

    Under Grameen Mahotsav, Hyundai is orchestrating an array of engaging activities, including captivating product displays, interactive demonstrations and attractive customer experiences like nukkad natak, live music, folk dance and regional talent shows. The two day Grameen Mahotsav carnival will be hosted at 16 locations across India, exhibiting a vibrant market place featuring artisanal crafts, carnival rides, gaming zones and delicious food stalls. Beyond celebration, Grameen Mahotsav serves as a platform for Hyundai to delve into the vast potential of rural markets. By closely engaging with communities and discerning market trends, HMIL aims to not only cater to evolving aspirations but also identify and welcome new customers into the Hyundai family.  

    Expressing his enthusiasm for the initiative, Hyundai Motor India Ltd COO Tarun Garg said, “Our sustained efforts towards bolstering rural connect are bearing great fruits and Hyundai Motor India has witnessed a remarkable growth in rural markets in financial year 2023-2024. We sold 1.15 lakh vehicles in rural India last year, a growth of 11 per cent over 2022-23. We are confident that with good monsoon, increasing income levels and improved infrastructure, the contribution from rural markets will further increase. The growth will be fueled by our belief in the potential of upcountry markets and the dedication to cater to evolving aspirations of Indian consumers across all geographies.”

    He further added, “At Hyundai Motor India, we firmly believe that for the nation to prosper, both Bharat and India must progress in tandem. With initiatives like Grameen Mahotsav, we hope to nurture our customers in every part of the country and also understand the market trends to fulfill their expectations. As we continue to innovate and engage with rural consumers, we are confident in our ability to contribute to the inclusive development of the country.”

    By engaging dealers, rural influencers, financiers, customers and their families, Hyundai Motor India is building a strong network to not only enhance brand recall but also drive sales in the rural markets. The inaugural Grameen Mahotsav event was held successfully in Mahemdavad, Gujarat in April 2024. Now Hyundai Motor India looks forward to extending its reach and impact across rural landscapes. With initiatives like Grameen Mahotsav, Hyundai remains steadfast towards its mission to nurture relationships, understand market dynamics and contribute to the holistic development of the country.

  • BOMBAY SAPPHIRE launches “Saw this, Made this” campaign

    BOMBAY SAPPHIRE launches “Saw this, Made this” campaign

    Mumbai: BOMBAY SAPPHIRE brings its global campaign “Saw This, Made This”, by introducing city- inspired crafted cocktail experiences to imbibers in India on World Creativity Day.

    BOMBAY SAPPHIRE’s stir creativity  aims to revive and enable creative self-expression amongst the audience as the world around us is overflowing with inspiration. With a strong belief in the creative potential that  exists within everyone, waiting to be sparked by the most unexpected things, BOMBAY SAPPHIRE’s “Saw this Made This” campaign aims for us to get inspired by the landmarks, natural art or beauty around us and riff on it to create an extraordinary new art. It also aims at bartenders to get inspired from the cities we live in and craft a BOMBAY SAPPHIRE special cocktail.

    This exciting initiative will see the activation in top bars, transforming India’s iconic landmarks into a living cocktail canvas across the country, each drawing inspiration from the vibrant energy and distinct characters, promising a crafted libation that reflects its essence.

    The endeavor offers gin enthusiasts a combination of India’s rich tapestry and art of mixology. Each cocktail in this city-inspired menu is a tribute to the vibrant locales that define the essence of India. For instance, the beauty of the intricate details of Taj Mahal’s majestic minarets in Agra, the vibrant queen’s necklace of Mumbai, the delicate pink trumped trees of Bengaluru’s Cubbon Park and the laid-back charm of the tall palm trees in Goa’s Parra Road. Infusing the essence of each of these beloved destinations into each sip, the cocktails transport drinkers on a captivating journey through the heart and soul of India’s vibrant landscapes.

    “What I’ve found surprising is that so many things that could be quite ordinary until someone shows what it could be turned into. For us at BOMBAY SAPPHIRE, we’ve seen how bartenders have crafted their cocktails because they saw something in these cities that they’ve fallen in love with. The campaign is something that a lot of bartenders have taken to heart. We’ve heard so many stories from bartenders about how they’ve had a new love for their craft, and discover this renewed, creative energy and inspiration,” said Bacardi India marketing director Mahesh Kanchan.

    This isn’t just a city-inspired menu, it is about unlocking our inner artist. More than a mixologist; we are a curator of creativity, a partner in self-expression.

    Let BOMBAY SAPPHIRE be the catalyst of the imaginative journey and together, let’s stir the spirit of creativity with “Saw This Made This”.

  • VIDA V1 collabs with TCS World 10K Bengaluru 2024

    VIDA V1 collabs with TCS World 10K Bengaluru 2024

    Mumbai: Reiterating its commitment towards sustainability, VIDA, powered by Hero, the emerging mobility brand of Hero MotoCorp has collaborated with pioneers of the distance running movement in India Procam International as the electric two-wheeler partner for the Tata Consultancy Services (TCS) World 10K Bengaluru.

    The race is scheduled to be held on Sunday, 28 April 2024. This collaboration is yet another significant step by both companies towards promoting sustainable mobility and encouraging individuals to embrace clean transportation solutions.

    As part of the partnership, VIDA is set to curate an experiential journey for the participants through various touchpoints and activations. From pre-race festivities to post-run celebrations, runners will be able to engage with VIDA throughout the event.  

    Progress Parade – A convoy of VIDA V1 electric scooters will be at the start line of the “Majja Run” of the TCS World 10K Bengaluru. The VIDA V1 scooters, with their distinctiveness and energy, will take the lead and set the stage for the runners as they embark on their run. The VIDA V1 convoy will feature customers who have opted for clean mobility through VIDA V1 and real-life change makers who are bringing a transformation through their efforts. This convoy of change makers serves as proof that change begins with the action of a single person.

    Official electric scooter – The VIDA V1 is the official electric scooter of the world’s premier 10K and the VIDA V1 will be used for all official requirements during the event.

    Launched in 2022, VIDA embodies Hero MotoCorp’s vision to “Be the Future of Mobility”, with a focus on creating a meaningful world for future generations. Hero MotoCorp is one of the world’s largest corporate promoters of multiple sports. Through VIDA, this is the company’s first foray into the world of distance running.

    On the association, Hero MotoCorp chief business officer – emerging mobility business unit (EMBU) Dr Swadesh Srivastava said, “At VIDA, we believe in empowering individuals to make choices that promote sustainability and contribute towards a greener, healthier planet. Just as EVs promote a healthy planet, running is a healthy lifestyle choice too. Thus, we are delighted to be associated with TCS World 10K, Bengaluru, and put spotlight on the importance of sustainable mobility and wholesome choices. VIDA is committed to fostering a brighter future through our innovative products and services that offer convenience and efficiency. Our aim is to inspire participants to make environmentally conscious choices. Together, we can drive meaningful change and create a more sustainable world for generations to come.”

    Speaking about the association, Procam International Jt MD Vivek Singh said “We are pleased to welcome VIDA on board as the electric two-wheeler partner. Procam is committed to building partnerships that will enhance the race experience as well as contribute to the larger societal narrative. With Bengaluru emerging as a hub for electric mobility, this strategic alliance aims to revolutionize the local market, leveraging the city’s ever-growing affinity towards eco-friendly transportation solutions and delivering a green-conscious race.”

    VIDA is present in over 100 cities across India and will commence operations in Europe in FY’25. Its maiden offerings are the VIDA V1 Pro and the VIDA V1 Plus electric scooters. The V1 Pro comes equipped with the best-in-class combination of performance (0-40 in 3.2 secs), a no-compromise real-world range of 110 Km and a top speed of 80 km/h. Demonstrating cutting-edge technology, the VIDA V1 also offers industry-leading features such as custom mode (100 plus combinations), cruise control, boost mode, two-way throttle, key-less access and an over-the-air enabled 7” TFT Touch-Screen. This electric scooter is based on an intelligent platform that’s modular, scalable & flexible, enabling it to learn and adapt on the go.

    Procam International and its running events have been a testament to the power of this sport and what can be achieved when objectives are purpose-driven, passion-led and fuelled by the unwavering belief, to bring about a change in society for good. Over the years, TCS World 10K Bengaluru has changed the social, health & fitness paradigm in this country. Furthermore, the event has undertaken various green initiatives i.e. being a 100 per cent waste-managed race, the Madiwala Lake Urban Forest, and Cubbon Park Rejuvenation Project among others.

    TCS World 10K Bengaluru is a world athletics gold label race and this edition will see a record number of participation from over 30,000 runners from across the globe.