BGauss has announced a partnership with IPL franchise Rajasthan Royals as part of a fan engagement and brand visibility campaign centred around the ongoing cricket season.
As part of the collaboration, the electric two-wheeler manufacturer unveiled the ‘BG-PinkE’, a themed scooter concept inspired by the Rajasthan Royals’ signature pink colour scheme. The company said the scooter has been developed as a symbolic mascot for the partnership rather than a commercial product offering.
The partnership also includes a music-led campaign titled “BG Bhai”, designed around IPL-themed fan engagement activities. According to the company, the initiative aims to connect with younger consumers through sports and entertainment-focused branding.
BGauss said it has activated 180 dealerships and over 350 retail touchpoints across India as part of the campaign. These locations will host fan engagement activities, including contests linked to Rajasthan Royals matches and the themed campaign track. Commenting on the partnership, Priyanka Kabra, Brand Director, BGauss, said, “The EV category in India is entering a new phase. Consumers aren't just evaluating products functionally — they're engaging with brands through relevance, identity, and culture.”
The company stated that the collaboration builds on its earlier sports-related associations, including its involvement with the Pro Kabaddi League, as it looks to expand brand visibility among younger audiences.