MUMBAI: When it comes to lighting up festivals, Eveready has gone beyond batteries and straight into hearts. This Durga Puja, the brand has built the Ultima Bahon, the largest AA battery-powered remote-controlled toy truck, to carry the idol of Goddess Durga into a celebration organised by underprivileged children in Kolkata.
The playful creation, powered by eight Eveready Ultima AA batteries, has already entered both the India Book of Records and the Asia Book of Records. But more than the feat of engineering, it has turned into a symbol of simple joy, bridging the gap between big-budget pandals and smaller, heartfelt pujas.
“Durga Puja is a festival of joy and togetherness,” said Eveready Industries India Ltd CEO Anirban Banerjee. “With Ultima Bahon, we wanted to bring smiles to children and give them a story they can cherish forever.”
The toy truck, designed with miniature depictions of Durga’s traditional bahons: the lion, owl, swan, peacock and mouse, is a nod to tradition wrapped in innovation. Actress Priyanka Sarkar, present at the unveiling, called it “a reminder that celebrations don’t need to be huge to be special, sometimes the simplest joys create the most unforgettable memories.”
Supported by the Vikramshila Education Resource Society, the initiative saw Eveready sponsor the entire puja for children up to Class 4, ensuring that their devotion shone just as brightly as the city’s glittering pandals.
Recognised as the largest toy truck of its kind, the Ultima Bahon will also be on display at the 95 Pally Puja Association during the festival. For pandal hoppers chasing lights and spectacle, it’s a gentle reminder: sometimes the most powerful celebrations run on nothing more than a few batteries and a lot of heart.
MUMBAI: From batteries to bandwidth, Eveready is charging into new territory. The iconic Indian brand, best known for lighting up homes with its flashlights and batteries, has now stepped into the fast-paced world of mobile accessories.
Eveready Industries India Ltd. has unveiled a full range of power banks, chargers, and cables designed to keep India’s smartphone generation connected on the move. The line-up includes power banks from 5,000 mah to 20,000 mah, sleek built-in cable models, and a range of chargers spanning 12W to high-powered 65W GAN options. Nylon-braided cables with fast-charging support up to 5A and universal compatibility round off the offering.
“Eveready’s foray into the mobile accessories segment represents a significant step forward in our mission to power everyday life in India,” said Eveready, CEO, Anirban Banerjee. “With high-quality power banks and chargers, we aim to provide millions with consistent, on-the-go power.”
The products are designed to blend Eveready’s century-old reputation for reliability with modern convenience, offering features such as wireless charging pads and travel-friendly designs. The move also reflects the brand’s ambition to be synonymous with “power” in every sense: beyond just batteries and flashlights.
Eveready, senior general manager, Insiyah Chawala added, “Fast charging isn’t just about the charger, it’s about the whole system. Our range ensures compatibility across cables, chargers, and power banks to give consumers truly seamless performance.”
With this launch, Eveready positions itself as a one-stop destination for mobile power essentials, underscoring its evolution from a household staple to a digital-age companion.
MUMBAI: Eveready Industries, the household name in batteries and torches, has just sparked up the flashlight game. The company has rolled out India’s first hybrid torch, a slick, dual-powered device that runs on both a rechargeable battery and AA cells. Whether you’re stuck in a blackout or off-grid in the wild, Eveready’s new innovation ensures you’re never out of light.
The rugged-yet-lightweight hybrid torch packs a 1W super-bright front LED, a 1W side light, and a fast-charging USB Type-C port that juices it up in 2.5 hours. But the real kicker? When the juice runs dry, it seamlessly flips to battery-operated mode with 3 AA batteries. That’s right—this light won’t ghost you when you need it most.
Speaking on the launch, Eveready Industries India Ltd CEO Anirban Banerjee said, “Innovation is at the helm of all undertakings at Eveready. Over the years, this ideology has paved the way for us to consistently introduce unique and pioneering products that empower consumers. The latest offering from the house of Eveready reflects the brand’s legacy of innovation and trust, giving consumers uninterrupted lighting with modern convenience. Our Hybrid Torch, a new-age innovative solution, promises quality, convenience, and reliability to users while ensuring that they never run out of power. Going forward, Eveready will remain committed to delivering smarter, practical, and dependable solutions for consumers across Indian households.”
For a pop-culture punch, Eveready has teamed up with the upcoming supernatural thriller Nikita Roy, starring Sonakshi Sinha. The actress, who plays a woman grappling with literal and metaphorical darkness, features in the brand campaign to spotlight the torch’s 2-in-1 power feature. The torch, like Sonakshi’s character, is all about facing the dark head-on with resilience, and a good backup plan.
This marks Eveready’s second big flashlight drop in two years. Last year, the brand launched the Siren Torch, a rechargeable safety light with a 100-decibel alarm meant to protect women on the go. Both launches reinforce the company’s shift towards smart, design-forward, utility-first products.
“Our association with Sonakshi Sinha’s film Nikita Roy is more than just a product integration. It symbolizes resilience and the will to keep going, even in the darkest of times,” Banerjee added.
The hybrid torch is priced at Rs 399, comes in bold red and green, and is now available across major retail outlets and e-commerce platforms. Designed for travel, trekking, power cuts, or late-night fridge raids, this one’s got your back when the lights go out.
MUMBAI: A news channel company investing in a vernacular dating website! Does that surprise you?
Well it’s no shock for Zee Media subsidiary company Zee Akaash News which runs the Bengali channel 24 Ghanta. Zee Media informed the Bombay stock exchange (BSE) on 10 October 2024 that Zee Akaash has agreed to invest Rs 37.5 million in Flutrr Digimate Pvt Ltd, which runs the social dating app and website Flutrr.
Flutrr, offers a dating experience in one’s native tongue with a multilingual user interface, which has never been seen on an Indian dating platform before.
The company was founded by the father son duo of Kaushik and Anirban Banerjee, Anil Pathak, and Suhrid Devsharma, who are listed as its directors. It reported a revenue of Rs 25 million in financial year 2024, and it has 450,000 active users. Flutrr has romanced with other media companies as well with The Times of India group investing in it earlier.
As per the BSE filing, Zee Akaash News will purchase one equity share at a price of Rs 22,391, and five convertible warrants for Rs 37.5 million. It expects the transaction to be completed by 31 December 2024.
Mumbai: Experience Commerce (EC), an integrated digital agency within the Cheil Network, has secured the annual digital and media mandate for EVEREADY Industries India Ltd, a pioneering name in portable energy and lighting solutions. The account, to be managed by EC’s Mumbai office, will encompass an extensive range of services, including social media management, online reputation management (ORM), SEO, website maintenance, and comprehensive media planning and buying for EVEREADY’s battery, flashlights, and lighting business units.
EVEREADY, with its rich heritage spanning over a century, stands as a beacon in the battery segment, commanding over 50 per cent of India’s market share. Prioritizing safety, EVEREADY recently launched a campaign titled “Awaaz Uthaney Ka Power” to promote its newly introduced flashlight featuring a high-decibel siren. The EVEREADY Siren Torch emits a loud 100dB safety alarm when the user pulls the attached keychain in a distressing situation. Renowned for past iconic campaigns like “Give Me Red” and “Khelenge Toh Seekhenge,” the brand has been an integral part of the Indian advertising landscape, resonating deeply with audiences across generations. Setting new benchmarks in innovation, EVEREADY has become an inseparable part of daily life for the masses. Experience Commerce aims to elevate EVEREADY’s digital presence, spotlighting its manufacturing excellence backed by globally benchmarked technology platforms. The partnership seeks to boost EVEREADY’s digital engagement and revenue through innovative strategies.
As the retainership agency, Experience Commerce aims to elevate EVEREADY’s digital presence by leveraging its expertise to enhance brand awareness and engagement. The agency plans to create interactive content tailored to EVEREADY’s target audience across various social media platforms, amplifying media outreach through both organic and paid campaigns. Additionally, EC will assume responsibility for managing EVEREADY’s website, ensuring regular updates, maintenance, and defect fixes, alongside hosting and domain management.
EVEREADY’s commitment to quality is evident through its adherence to globally benchmarked technology platforms and best-in-class operating standards. The brand’s expansive product portfolio, encompassing flashlights, consumer and professional lighting solutions, electrical accessories, and batteries, has solidified its position as a leader in the industry.
EVEREADY Industries India Ltd senior vice president & SBU head, battery & flashlight Anirban Banerjee said, “As a brand deeply rooted in innovation and consumer-centricity, EVEREADY continuously evolves to meet the changing needs of our audience. We recognise the pivotal role of digital in our growth journey and are delighted to join forces with Experience Commerce. Their passion and expertise align perfectly with our vision, and we look forward to achieving new milestones together.”
EC’s strategic approach centres on enhancing brand visibility and fostering engaging social interactions. By expanding EVEREADY’s digital footprint across platforms like Facebook, Instagram, YouTube, and LinkedIn, EC aims to connect effectively with the brand’s diverse audience. Utilizing cutting-edge tools and insights, Experience Commerce will craft tailored social media strategies and high-impact campaigns designed to resonate with EVEREADY’s audience base.
Experience Commerce vice president of business development Andrew D’mellow expressed enthusiasm about the collaboration, stating, “We are thrilled to embark on this journey of growth with our new partner EVEREADY. This partnership is a testament to our commitment to delivering integrated services and driving meaningful engagement for brands. With our expertise and EVEREADY’s forward-looking approach, we are poised to elevate EVEREADY’s digital presence to new heights.”
Experience Commerce, with over 17 years of industry experience, is a dynamic full-service digital agency dedicated to providing end-to-end strategic marketing solutions. By combining strategy, creativity, and technology expertise, EC strives to create immersive brand experiences that drive revenue and engage consumers.
Mumbai: Eveready Industries India Ltd (EIIL) along with India’s First Woman IPS Officer, Dr. Kiran Bedi unveiled a first-of-its-kind flashlight with safety alarm – the Eveready Siren Torch. This market disruptor and pioneering siren flashlight emits a loud 100dbA safety alarm when the user pulls the attached key chain in a distressing situation. Designed to empower women and people at large, the newly launched siren flashlight aims to enhance safety and security in daily life. This product is backed by the brand’s latest campaign, #AwaazUthaneyKaPower, conceptualised by Ogilvy India, which is led by deaf and verbally challenged people to highlight the need for this product to ensure safety and security for all.
For the #AwaazUthaneyKaPower campaign, Eveready collaborated with India Signing Hands, an organisation dedicated to providing solutions to “accessibility” issues faced by the deaf community in India. To dispel the silence around women’s safety, the campaign connects with the deafening power of non-verbal communication through a powerful film crafted by Ogilvy India. The film features deaf and verbally challenged women, alone in different locations, narrating their traumatic experiences in sign language. They recount being very close to danger sometimes or being subjected to eve-teasing. Eveready Siren Torch empowers women to make noise even without a voice, with 100-decibel SOS alarms to prevent abuse and alert passersby. The film encourages others to stand up for themselves, feeling empowered by the message: “Ab awaaz main bhi uthaungi” – I will make my voice heard too.
According to the Georgetown Institute 2023 Women, Peace and Security Index, The sense of safety among women aged 15 years and above in India has seen a decline. In 2017, 65.5 per cent of Indian women reported feeling safe, but this figure dropped to 58 per cent in 2023. The index gauges the safety perception of women walking alone at night in the city or in the area where they live.
Indiantelevision.com caught up with Eveready Industries India Ltd. senior VP & SBU head (batteries & flashlights) Anirban Banerjee where he discussed the safety issue and also highlighted key elements on how the product shares the message and how it can create an impact and more…
Edited excerpts
On the inspiration behind Eveready Siren torch and its alignment with the brand’s overall product strategy
As a torch company, we recognise the importance and history of our product, especially in the context of a developing country like ours, where safety remains a significant concern, particularly for women on the go. Despite the advent of modern technologies like AI, the torch has long served as a fundamental tool for safety. To enhance the value of this trusted product, we aim to raise awareness about its role not only in providing light but also as a crucial emergency tool. Ideally, no one should face harm, but in the unfortunate event that they do, this torch can be indispensable. In emergencies, one in a hundred people can create sufficient light and sound to alert others and seek help. Its small and compact design ensures easy accessibility.
On Eveready Industries collaborating specifically with India Signing Hands for the #AwaazUthaneyKaPower campaign
Partnering with India Signing Hands for this cause is a perfect fit. For individuals without a voice, the ability to make themselves heard in dangerous situations is critical. Imagine being in danger and unable to shout for help. This small torch can amplify your voice with a simple pull, making it an essential tool for those who cannot speak. If they can use it effectively, so can anyone.
On the idea for this campaign and the outcome you hope to achieve from it
Our campaign aims to be realistic and impactful. While we produce many torches and don’t hold press conferences for each launch, this particular torch carries a purpose and message. Our advertisement features real individuals rather than actors, emphasizing the genuine experiences and needs that inspired this product.
On the Eveready Siren torch addressing accessibility issues, particularly for the deaf community
Upon collaboration, we gained access to their channel and are now reaching out to various organisations, including the Ministry of Social Welfare. We will pitch this torch as a simple yet effective device that produces noise when needed. Whether or not we receive external support, we are committed to doing everything we can to promote and distribute this product. As Mr. Alok mentioned, India has approximately 68 million individuals in the deaf and challenged category. Educating and making this population aware of and accessible to this torch is incredibly powerful.
Eveready’s plans for promoting the Eveready Siren torch and continuing to support accessibility initiatives
Innovation is our primary driver, especially in the categories of batteries and torches. While some innovations are large-scale, others are subtle yet significant. This torch represents a straightforward and practical idea tailored for the Indian audience, which spans beyond metropolitan cities like Mumbai to numerous towns and villages. Our future plans include expanding into other categories, particularly portable power devices, for which Eveready is already renowned. However, today’s focus is on showcasing how differentiation can make a significant impact.
Mumbai: GroupM, WPP’s media investment group, partnered with Eveready Industries India Ltd. to create an innovative visual spectacle in the outdoor landscape of Kolkata. A larger-than-life innovation for Eveready Ultima alkaline batteries has been strategically introduced on Kolkata’s most popular flyover, Maa Flyover.
The busiest flyover in Kolkata where a billboard-sized 80 x 30 got a makeover by putting up a gigantic 44ft x 25ft battery featuring the Ultima range of batteries showcasing its superior power over regular batteries in an intriguing manner turning out to be a veritable eye sore.
The installation amplified the brand’s impact and awareness, resulting in the most talked about OOH billboard & ignited conversation on social media, which helped the brand blossom and give Kolkata some “Red”.
GroupM OOH Solutions managing director Ajay Mehta said, “We are delighted to have executed such a remarkable campaign for Eveready and to be their partner in this campaign. The innovative installations draw inspiration from the energy in Ultima’s battery portfolio. The creative installations are influenced by the energy found in Ultima’s array of batteries. The campaign demonstrates both technological proficiency and a commitment to long term and innovative solutions thanks to the hard work that went into the planning and execution.”
SBU Head (Batteries & Flashlights) VP Anirban Banerjee said, “The Out of Home Innovation has wonderfully captured the passersby attention of the revamped Ultima battery series from the house of Eveready with smarter appeal and long-lasting power with larger-than-life innovation. The new and improved Ultima batteries, push our boundaries, with 400% and 800% longer-lasting performance, highly suitable for the high drain devices. The larger-than-life batteries installation turned out to be a veritable eyesore showcasing its superior power.”
Mumbai: India’s premier battery and flashlight company, Eveready Industries India Ltd. in collaboration with Ogilvy, paid tribute to the Goddess of Light through an innovative and mesmerising light and sound display – a Maa Durga image made entirely of lights. Eveready’s Aalor Pujo, the innovative visual spectacle aimed to transcend traditional boundaries by transforming the Maa Durga Idol into a radiant work of art, paying homage to tradition while embracing the possibilities of modern lighting technology.
The spectacularly choreographed light and sound show was held at 95 Pally Entrance, Jodhpur Park, from 6 PM to 12 AM, between October 21st, Saptami and October 24th, Dashami, 2023. As the idol formed, visitors to the pandal could hear the sounds of the mesmerising dhaak, echoing chants of mantra, with the fog machine adding the feel of dhunuchi which added depths to the glow of Maa Durga, capturing the very essence of the Pujo. There were 6 shows every hour, with each show lasting 5 minutes.
Speaking on their unique approach to celebrating Durga Pujo this year, Eveready Industries India Ltd Sr. VP & SBU head (batteries & flashlights) Anirban Banerjee said, “The festival of Durga Pujo marks the triumph of Goddess Durga over Mahishasura. The victory of good over evil. It’s a time when good conquers evil, light fills our homes, and happiness abounds. With Eveready Flashlights Aalor Pujo, we aimed to create a mesmerizing visual spectacle that showcases the rich cultural heritage and vibrant energy of this festival through a grandiose display of light and sound, providing a unique and memorable experience for everyone who joins in the celebrations.”
”The eternal struggle between good and evil finds form in every myth around the world. In Bengal, it assumes the shape of Durga defeating the demon king of darkness. For five days, Bengal worships the goddess of radiance, whose light shines with the dazzle of autumnal glory. Our light idol is a celebration of the true essence of the goddess. It is an homage to the deity of light, powered by Eveready Flashlights – the champion of illumination.”, said Ogilvy CCO Sukesh Nayak.
#EvereadyAalorPujo used lights in a strategic way that when viewed from a particular angle, all one can see is the Goddess Maa Durga in all her true embodiment of majesty and elegance. Aalor Pujo mirrors the very sentiment of the goddess who was born out of divine radiance as Devi Shakti to bring the victory of light over darkness. With their illuminative approach, Eveready Flashlights showcased the cultural significance of the Durga Pujo festival, providing a platform for pandal hoppers to immerse themselves in the rich cultural heritage of Kolkata.
In this unique initiative, Eveready effortlessly merged tradition with technology. It is a beautiful coming together of reverence for tradition and responsibility for the future while highlighting the artistic capabilities of lighting in a captivating and innovative manner.
Mumbai: Eveready, a trusted name in the world of batteries has partnered with ZEE, India’s leading content company to promote its new range of batteries. As part of the brand collaboration, Eveready ULTIMA will feature prominently on ZEE’s popular and homegrown reality shows, including Sa Re Ga Ma Pa, Dance Bangla Dance, Dance Karnataka Dance and Telugu medium I school.. ZEE’s linear channels that are an integral part of the brand association are Zee TV, Zee Sarthak, Zee Tamil, Zee Marathi, Zee Bangla, Zee Kannada and Zee Telugu.
Eveready ULTIMA will be showcased in the reality shows, and the brand’s logo will be integrated into the shows’ set design, graphics, and on-screen promotions. The battery brand has also worked closely with ZEE to create custom content for the shows, such as sponsored segments and product challenges.
Commenting on this announcement, Eveready Industries India Ltd Sr VP and SBU head (batteries and flashlights) Anirban Banerjee, “We have recently unveiled our new and improved Ultima range of batteries supported by a 360 campaign ‘Khelenge Toh Sikhenge’. The campaign highlights that children in any family can learn valuable life lessons like caring, sharing, love and equality when playing in daily life with battery operated toys. Thus to keep the child’s play ongoing effortlessly, our new 400% longer lasting Ultima batteries are just perfect. Our collaboration with ZEE seamlessly aligns with the campaign’s objective and values, as majority of ZEE’s shows are packed with energy, fostering a blend of entertainment while actively nurturing the young talents. Eveready is committed towards its mission to empower the youth with the essential support they require for a brighter and more promising future, and our partnership with ZEE amplifies our ability to achieve this noble endeavour.”
Adding to this, Starcom India COO Niti Kumar said, “At Starcom, we believe that a successful product launch requires a powerful platform that maximises consumer engagement and brand visibility. Such a key communication pillar was vital to drive home Eveready’s new message. ZEE’s reality shows enjoy immense popularity among Indians, which makes it a strong channel for brand collaboration. Accordingly, we forged this first-of-its-kind strategic partnership, which not only introduces Eveready’s robust product offerings but also harnesses ZEE’s expansive reach across diverse regions, languages, and content formats.”
Eveready ULTIMA recently launched its campaign, ‘Kheloge Toh Bahut Kuch Seekhoge’, which highlights the exceptional longevity of Eveready ULTIMA batteries, perfectly suited to power the modern gadgets and appliances that have become an integral part of daily lives.
Mumbai: Eveready Industries India Ltd (EIIL), a Battery Brand with more than 50 per cent market share in the battery category, has introduced its new and improved range of Ultima Alkaline batteries. The brand has introduced its new range of Ultima batteries through a dynamic campaign ‘KhelengeTohSikhenge’. The campaign has been unveiled alongside a captivating TVC that showcases the Ultima and Ultima Pro range of premium alkaline batteries with increased power and longevity.
The new range comprises the AA/AAA Eveready Ultima batteries, which present an impressive 400 per cent longer-lasting claim, as well as the AA/AAA/D Eveready Ultima Pro, which boasts a remarkable 800 per cent longer-lasting claim and is the most POWERFUL battery with Alkaline Technology. These batteries aim at delivering a consistent performance across a spectrum of modern devices and high-drain applications which have become more common in recent years such as toys, video games, smart remotes, wireless keyboard/mouse setups, trimmers, and medical equipment.
Conceptualised by Ogilvy, the campaign shares a fresh perspective on play – highlighting its importance for children and moving the needle from play being just fun to learning through play with battery-powered toys. Thus, challenging society’s existing notion. The TVC campaign showcases a mother’s point of view as her young children play non-stop with battery-powered toys and engage in meaningful ways with those around them to learn important values and life lessons every single day – like friendship, sharing and compassion. The campaign also unveils the new and improved alkaline range of batteries – Ultima, with 400 per cent more power for longer-running toys and gadgets. With a transformation in both appearance and capability, this battery encapsulates Eveready’s commitment to innovation and power, setting new benchmarks for excellence in the industry.
Eveready Industries India Ltd Sr. vice president & SBU head (Batteries & Flashlights) Anirban Banerjee said, “Empowering the present, energising the future – defines the revamped Ultima battery series from the house of Eveready. Its smarter appeal and long-lasting power embody our commitment to solving emerging consumer needs and innovation. Demanding devices like battery-operated toys, smart remotes, wireless mice, BP machines etc. need more power. The new and improved Ultima batteries, push our boundaries, with 400 per cent and 800 per cent longer-lasting performance, highly suitable for the high drain devices. The batteries are also equipped with a unique Turbolock Technology which prevents leakage and protects the consumer’s precious devices from damage caused by the batteries. As a testament to our vision of responsible innovation, Ultima batteries are eco-friendly and devoid of Mercury, Lead, and Cadmium. This is not just a product upgrade; it’s a step towards shaping a better tomorrow.”
Ogilvy India CCO Sukesh Nayak said, “Khelenge Toh Sikhenge” is an empowering platform that helps look at playing with toys in a new way. The games children play with their toys have a lot to teach them. Lessons on partnership, sharing, caring, teamwork, empathy and more can be learnt through continuous play. Eveready, India’s No. 1 battery with its new long-lasting Ultima batteries wants to own and build this empowering platform. And help enable every child in every household across India to learn something new and meaningful, every single day.”
The Ultima Alkaline Battery range offers Ultima (MRP 22) – a pack of 10 batteries and Ultima Pro (MRP 45) – a pack of 6 batteries, with Anti-Leak Turbolock Technology, reinforcing leak protection and ensuring users’ devices remain secure and functional.
Recently, Eveready also unveiled its new logo that marks a strategic brand transformation, forging a future-ready, self-aware brand committed to innovation, vibrancy, modernity, trust and empathy. The new logo reflects inspiration from the infinity loop which transforms into a fluid shape symbolizing an endless source of power and energy. Eveready with its continued aspiration aims to steer high-growth businesses in India that are sustainable, scalable, and profitable, and deliver lasting value for all the stakeholders through excellence, and customer-centricity.
Note:
400 per cent longer lasting than IS 8144: 2018 R6P standard for motor/toy. Results may vary as per device or usage pattern
800 per cent longer lasting than IS 8144: 2018 R6P standard for pulse test. Results may vary as per device or usage pattern
