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BGauss has partnered with Rajasthan Royals to connect electric mobility with youth culture and entertainment through the IPL platform. The collaboration highlights a growing trend where EV brands are moving beyond traditional product-focused marketing to build stronger lifestyle and cultural connections with younger consumers.
The key highlight of the partnership is the “BG-PinkE,” a specially designed branded scooter concept inspired by the iconic pink identity of Rajasthan Royals. Rather than being a commercial product, the scooter has been positioned as a symbol of fandom, individuality, and contemporary youth culture. Alongside this, BGauss also introduced “BG Bhai,” a stadium-style rap anthem created to capture the energy and spirit of the IPL season and Rajasthan Royals fans.
According to the company, India’s electric two-wheeler market crossed the 1 million annual sales milestone in FY24, with strong growth coming from Tier-2 and Tier-3 cities. Younger consumers are increasingly viewing mobility not only as a functional necessity but also as a reflection of identity, aspiration, and lifestyle, prompting BGauss to leverage a high-engagement platform like the IPL.
As part of the campaign, BGauss has transformed 180 dealerships and 350 retail touchpoints across the country into fan engagement zones, offering interactive brand experiences to consumers. The company also launched the BG-Rap campaign, allowing fans to participate through dance and social media activities for a chance to win IPL match tickets.
Priyanka Kabra, Brand Director, BGauss said that modern consumers value brand identity, culture, and emotional connection as much as vehicle performance. The company believes its partnership with Rajasthan Royals will help establish BGauss as a nationally recognized, youth-centric, and culture-driven mobility brand in India.
