India, 14^th May 2026: As the IPL hits its most-watched stretch of the season, BGauss Electric Scooters X Rajasthan Royals stepped into one of India’s largest youth and entertainment ecosystems, signalling a clear shift in how EV brands are choosing to show up.

The collaboration reflects a broader trend within the electric mobility category, where brands are moving beyond product-first messaging toward cultural participation and lifestyle relevance.

At the heart of the partnership is the “BG-PinkE” a one-of-a-kind branded scooter concept created as the symbolic mascot of the collaboration. Inspired by the iconic Royals pink, the BG-PinkE serves as a bold visual expression of fandom, individuality, and contemporary youth culture, embodying the spirit and energy of the association rather than a commercial product offering. More than a branding asset, it represents a fresh approach to sports-led storytelling in the EV space, where cultural relevance and mobility intersect. 

If the Pink Scooter is the partnership’s visual signature, “BG Bhai” – A Sound for the Streets and the Stands is its sonic identity. Built in the spirit of stadium chants and Bollywood-meets-street-beat anthems, the track is designed for the IPL moment punchy, repeatable, and unmistakably “Royals pink” in attitude.

India’s electric two-wheeler market crossed the 1 million annual sales mark in FY24, growing nearly 40% year-on-year, with Tier 2 and Tier 3 cities now driving a significant share of registrations. The next wave of EV adoption is being shaped by younger consumers urban commuters, first-time buyers, and digitally native audiences who evaluate mobility not just on functionality, but on identity, aspiration, and lifestyle fit.

At the same time, the IPL continues to command one of the highest concentrations of youth attention in India, reaching over 500 million viewers across TV and digital, with rapidly growing engagement from mobile-first audiences in metro and non-metro markets alike.

For BGauss, the Rajasthan Royals partnership is more than a visibility play it’s a signal of the brand’s next phase: from challenger EV player to a nationally relevant, culture-connected mobility brand. 

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. Rajasthan Royals is far more than a visibility opportunity for us. They embody a youthful, fearless, future-facing mindset that mirrors how we see both the category and the BGauss consumer evolving.”

She added: “The insight behind the BG-PinkE came from a simple truth fandom today isn’t passive. Consumers want to participate, personalise, and express the communities they belong to. Rather than slap branding onto a vehicle, we set out to create something emotionally resonant and culturally visible bold, confident, youthful, and instantly distinctive.” 

As part of the IPL integration, BGauss has activated 180 dealerships and 350 retail touchpoints as fan engagement zones across key markets turning EV retail from transactional spaces into immersive brand experience hubs. It’s a deliberate move in a category where physical discovery, familiarity, and consumer education still meaningfully shape purchase decisions. The BG-Rap song was created more in sync with the ‘josh’ of Halla Bol (RR theme song) and encouraged fans to win tickets for matches dancing to the tune and testing the PinkE. 

The Royals partnership builds on BGauss’ growing sports strategy, following its earlier association with the Pro Kabaddi League. Where PKL helped the brand strike grassroots and regional resonance, the IPL broadens that footprint into a national, youth-and-culture-led ecosystem letting BGauss participate across multiple layers of India’s sporting landscape.

Looking ahead, BGauss plans to continue building long-term engagement through integrated sports, youth, and culture-led platforms that align with the aspirations of India’s next-generation consumers.

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Shivam Dube embodies strength, mobility and endurance rooted in power and balance—closely aligned with ASICS’ performance engineering. Varun Chakravarthy, one of cricket’s most distinctive mystery spinners, is defined by composure and tactical clarity under pressure, reflecting the essence of a Sound Mind. Together, they represent ASICS’ belief in authentic performance that connects sport with everyday movement.

Talking about the announcement Mr. Rajat Khurana, Managing Director, ASICS India and South Asia said, “At ASICS, we’ve always been inspired by transformation journeys built on grit, self-belief and consistency. Shivam and Varun represent two different expressions of the modern Indian athlete, one driven by explosive power and adaptability while the other by precision and composure, yet both grounded in discipline and balance. Their journeys align strongly with our philosophy of ‘Sound Mind, Sound Body,’ and we’re proud to welcome them into the ASICS family.”

Expressing his thoughts on collaboration, Shivam Dube said, “I’ve always believed that growth comes from staying consistent, especially when the path isn’t linear. That is why ASICS resonates with me. The brand understands performance in a holistic and grounded way. This partnership feels like a natural extension of the mindset I’ve built over the years and I’m excited to represent a brand that champions balance, purpose and long-term evolution.”

Commenting on the association Varun Chakravarthy said, “For me, performance has always been about preparation, patience and mental clarity. ASICS’ ‘Sound Mind, Sound Body’ philosophy reflects how I approach the game and my training. I’m excited to be part of a brand that values long-term development and balance, both on and off the field.”

Shivam Dube and Varun Chakravarthy bring distinct yet complementary strengths to ASICS’ growing athlete portfolio. Cricket as a sport demands resilience, durability and efficient movement. The campaign ‘Move your body, move your mind’ champions the power of movement, reinforcing ASICS’ mission to inspire people everywhere to experience the uplifting benefits of movement.

The post ASICS onboards Shivam Dube and Varun Chakravarthy to launch its “Move your body, move your mind” campaign appeared first on newsmantra.in l Latest news on Politics, World, Bollywood, Sports, Delhi, Jammu & Kashmir, Trending news | News Mantra.