VIDA, Powered by Hero, has launched a new advertising campaign titled 'Charging Simple Hai' during the Indian Premier League season. The campaign focuses on the brand's removable battery technology for its electric scooters, which allows users to charge batteries using standard 5-ampere plug sockets commonly found in Indian homes.
The television commercial features a group of friends discussing electric vehicle charging challenges, with the main character demonstrating how VIDA's battery can be easily removed and charged at any conventional power outlet. The campaign is built around the tagline "Impossible nahi, simple hai" (Not impossible, it's simple) and emphasizes that "Every plug point is a VIDA charging point."
The campaign is being distributed across television during IPL matches and on digital platforms including YouTube, Instagram, Facebook, and X. The company is also promoting the content through its owned media channels.
VIDA's campaign addresses one of the primary concerns potential electric vehicle buyers face in India - charging infrastructure. By offering removable batteries that can be charged without moving the entire scooter to a charging point, the company aims to make electric mobility more accessible to urban Indian households.
Hero MotoCorp, India's largest two-wheeler manufacturer, launched VIDA as its dedicated electric vehicle brand in 2022 as part of its strategy to diversify beyond internal combustion engine vehicles. The electric two-wheeler market in India has been growing steadily but faces challenges including range anxiety, charging infrastructure limitations, and price sensitivity among consumers.
The campaign represents an effort to simplify the EV ownership experience as the Indian government continues to push for electric mobility through various incentives and policies to reduce vehicular emissions and decrease the country's dependence on imported fuel.