VIDA launches campaign ahead of VX2 electric scooter reveal
VIDA, the electric mobility brand backed by
Hero MotoCorp
, has launched a new campaign ahead of the release of its upcoming
electric scooter
, the
VIDA VX2
. The campaign features actors Anil Kapoor and Ranbir Kapoor and centres around a generational conversation on mobility choices.
The promotional film presents a discussion between the two actors, contrasting traditional petrol-powered scooters with newer electric models. Set within a family environment, the campaign uses the dynamic between the two characters to highlight differing views on reliability and innovation in transport.
The concept has been developed by Creativeland Asia. A spokesperson from the agency said, 'You don't build desire by talking specs. You build it by stirring culture. And when two generations collide, something new is born. This campaign is that moment.'
The campaign serves as a lead-up to the launch of the VIDA VX2, scheduled for 1 July 2025. VIDA stated that the scooter aims to offer a new approach to
urban mobility
with its design and performance. The new e-scooter is aimed at budget-conscious consumers and is likely to be priced around ₹65,000.
The company plans to release two more teasers before the official unveiling.
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Pink Villa
11 hours ago
- Pink Villa
When Ranbir Kapoor wanted to cast Deepika Padukone and Sonam Kapoor in Mean Girls
Koffee With Karan is one show that has fed all Bollywood buffs with a lot of gossip and some really exciting statements from the celebs. Those statements are sometimes controversial, and at other times, enough to be remembered for a very long time. We are reminiscing about one such rapid-fire answer given by Ranbir Kapoor about casting actresses Deepika Padukone and Sonam Kapoor in a movie, which proves his sense of humour is really great. Almost 11 years ago, Ranbir Kapoor appeared on Koffee With Karan along with his cousin Kareena Kapoor Khan. These two brought the house down on fire with their Kapoor energy, and it couldn't have been any better. We all know that rapid-fire segments are usually the ones that yield the most stories. Well, during the Saawariya actor's chance, he was asked who he would cast in Mean Girls? His instant reply, accompanied by a smirky face, was directed at Deepika Padukone and Sonam Kapoor. This reply not only left Bebo laughing but also made Karan Johar smile ear to ear. Not just this, from revealing Madhuri Dixit was his first celebrity crush to regretting passing on Band Baaja Baraat to Ranveer Singh, the Wake Up Sid actor was at his wittiest best. These answers surely made him win the hamper. On the work front, Ranbir Kapoor has two of the biggest films in his hands. One of them is Sanjay Leela Bhansali's Love & War. The film has already begun shooting, and we have seen the actor sporting a moustache for it. The interesting thing about this film is that he will be paired alongside his wife, Alia Bhatt, after they collaborate in Brahmastra. It also stars Vicky Kaushal with them, and fans cannot wait to see this powerful trio bring their best on-screen. Apart from this, he will be playing one of the most powerful characters of his career in Ramayana. The film, directed by Nitesh Tiwari, will see him portray Lord Ram on the screen. The film will star 12 more actors, including Sai Pallavi, Yash, Sunny Deol, Rakul Preet Singh, Ravi Dubey, and more. Stay tuned to Pinkvilla for more such updates.
Hindustan Times
11 hours ago
- Hindustan Times
The Bengal Files teaser out: Vivek Agnihotri shows horrors of communal violence; fans say 'it hits you like a bomb'
A dubbed Telugu film, Pushpa 2: The Rule, has become the highest-grossing Hindi film, earning ₹812 crore in India. It surpassed Bollywood blockbusters by major stars like Shah Rukh Khan, Ranbir Kapoor, and Salman Khan, marking a significant shift in cinema landscape.
Time of India
12 hours ago
- Time of India
Rare earth magnets: Industry exploring lighter metals, reworking production schedules as govt weighs PLI
HighlightsChina's export halt hits EV supply chains; rare earth magnet stocks may last only till mid-July. Bajaj Chetak halts production briefly, Ather and TVS warn of disruptions; Hero, Tata, MG unaffected so far. OEMs explore stopgap options like importing motors or redesigning magnet-free systems, but face challenges. Govt mulls PLI scheme, mining boost, but solutions likely to take time. The US reached an agreement with China for uninterrupted supplies of rare earth magnets last night, but Indian OEMs will likely have to wait longer. Rare earth elements like samarium, gadolinium, terbium, dysprosium, and lutetium are essential for making permanent magnet synchronous motors (PMSMs), which is a key component for electric vehicles (EVs) and hybrids. These motors are also used in electric power steering and other auxiliary systems in internal combustion engine (ICE) vehicles. Since April four this year, China - which accounts for an overwhelming 80% of rare earth magnet supplies for Indian automobile OEMs - has stopped approvals for exports of this critical component. While negotiations are happening between the two governments, as per industry sources, on easing the export curbs from China, there is no light at the end of the tunnel yet. A component industry leader said supplies of rare earth magnets 'are precariously low with component manufacturers. The situation remains the same (despite the US getting a reprieve) and no Indian company has been given a license for importing these magnets yet. We are keeping our fingers crossed and hoping for the best'. We will start seeing production challenges very soon. With US, it was a trade issue but with India, China has a geopolitical issue which is yet to be veteran Another industry veteran said 'we will start seeing production challenges very soon. With US, it was a trade issue but with India, China has a geopolitical issue which is yet to be resolved.' A prominent dealer, of several brands across passenger vehicles and two wheeler categories, said that Bajaj Auto may be suspending production of its electric vehicle (EV) brand Chetak for a week, till June 17. 'This may be partially due to the rare earth magnet issue and also due to some design changes they are introducing. We were told that there is no production between June 11 and June 17,' he said. This dealer also indicated that Ather Energy , a pure play electric two wheeler brand, has stocks of the rare earth magnets for only a month more. Neither Bajaj nor Ather confirmed these developments. Also read: Maruti Suzuki denies operational impact amid rare earth magnet concerns The dealer quoted above also said that Hero MotoCorp (which sells VIDA electric two wheelers) has not indicated any production schedule changes as of now. But TVS Motor Company has already warned of production disruptions and even price increases due to the rare earth magnet supply issue beginning next month. According to CRISIL, Indian auto component manufacturers/ OEMs are exploring several options to mitigate the risks posed by rare earth magnet supply disruption. These include (a) importing fully assembled motors from China, (b) shipping the rotors, on which the rare earth magnets are mounted, to China for magnet assembly and then re-importing the assembled rotors, (c) substituting rare earth magnets with alternatively engineered materials aimed at achieving similar magnetic performance as rare earths without crossing the threshold that would classify them as rare earth magnets, (d) introducing rare earth magnet-free motors and instead switching over to motors that rely on electromagnets or other inductive mechanisms. These workarounds, however, come with logistical, regulatory and engineering complexities. Implementing some of the above alternatives would also involve accelerating the development, testing, and validation cycles to minimise production disruptions. Magnet issue blessing in disguise? But, for the passenger vehicle internal combustion engine industry, the rare earth magnet supply issue may have come as a blessing in disguise. The PV ICE vehicle dealers are currently bearing inventories of up to 50 days, double the normal level. So any potential disruption in production of ICE passenger vehicles is unlikely to bother the industry in the short term. But for electric PV OEMs, there is reason to worry. While Tata Motors, MG and Mahindra & Mahindra - three of the biggest OEMs for electric PVs - have not indicated any impact of the supply issue till now, industry experts expect these OEMs to be under pressure in the coming weeks if the magnet supply issue is not resolved. Maruti Suzuki India , which expects to shortly launch its first electric vehicle, has said that while there is no disruption in operations as of now due to the rare earth magnet supply issue, 'there is a lot of uncertainty, the situation is continuously evolving'. Heavy rare earth magnets are better performance as compared to less heavy rare earths. If the latter are used, each electric vehicle will need more magnets to achieve the same level of Thakkar Hemal Thakkar , Senior Practice Leader and Director at Crisil Research, pointed out that for electric two wheeler OEMs, while value wise the magnets account for negligible share of just Rs 150-200 per vehicle, this tiny part is indispensable. He also explained that while the present constraint in supplies from China applies to specific rare earths, alternatives can be developed. 'Heavy rare earth magnets are better performance as compared to less heavy rare earths. If the latter are used, each electric vehicle will need more magnets to achieve the same level of performance. This will also mean more space is needed for the magnets, ultimately needing a redesign of the electric motor. All this will take time, at least a couple of months. So alternatives can be found but not immediately'. Industry wants govt intervention As the automobile industry seeks meaningful intervention from the government, there are indications that the Ministry of Heavy Industries is looking at an incentive plan to boost domestic production on rare earth magnets through fresh production linked incentive ( PLI ) scheme. Plans are also afoot to improve domestic availability of critical minerals through increased mining through state owned firms. Also read: Rare-earth magnet supply concerns may disrupt auto production by July: ICRA There is also some talk of letting the private sector explore rare earths. While the intent is supportive, the operationalisation of these plans will take time. Thankkar of Crisil Research said that 'The PLI initiative is a good move but this will take some time to be implemented, since interministerial consultations etc are needed'. Also, some Indian companies are exploring ways to build magnet free motors. So while the OEMs are looking for various options, it is for the governments of the two countries to resolve the matter quickly. Otherwise India's green ambitions may take a temporary hit.
