BGauss Partners Rajasthan Royals For Youth EV Campaign

BGauss has partnered with the Rajasthan Royals during the ongoing IPL season to strengthen its youth focused brand presence. The electric two-wheeler company aims to connect mobility with entertainment, culture, and modern lifestyle trends. Through this partnership, BGauss is focusing on younger consumers from metro cities and emerging markets. The campaign also reflects changing buyer preferences, where electric mobility now represents identity and aspiration alongside daily transportation needs across India’s growing EV market.

BG-PinkE Scooter Inspired By Rajasthan Royals Identity

The partnership introduces the “BG-PinkE” scooter concept inspired by Rajasthan Royals’ pink colour identity. The scooter has not been developed as a commercial product for customer sales. Instead, the concept represents fan culture, self expression, and modern youth preferences connected with IPL entertainment.

Alongside the scooter concept, BGauss also introduced the “BG Bhai” rap anthem during the campaign period. The anthem has been designed around stadium energy and Rajasthan Royals supporter culture during IPL matches. Through music and branding activities, the company wants stronger engagement with younger audiences across digital platforms and dealerships.

Dealership Activities And Fan Campaigns Begin Nationwide

As part of the campaign rollout, BGauss has converted 180 dealerships and 350 retail touchpoints into fan engagement zones. These locations are hosting interactive activities connected with Rajasthan Royals and the IPL season. In addition, the company launched the BG-Rap campaign for fans across social media platforms.

Participants can upload dance and entertainment content for opportunities to win IPL match tickets during the season. The campaign mainly targets younger consumers who actively engage through digital trends and sports entertainment activities online.

Priyanka Kabra, Brand Director, BGauss, said, "Modern consumers value brand identity, culture, and emotional connection as much as vehicle performance."

Priyanka Kabra further added, "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."

EV Market Growth Pushes Lifestyle Based Campaigns

According to the company, India’s electric two-wheeler market crossed one million annual sales during FY24. Much of this demand has reportedly come from Tier-2 and Tier-3 cities across the country. Therefore, brands are now focusing on lifestyle based campaigns instead of only product led promotions.

BGauss believes younger buyers increasingly connect vehicle ownership with personal identity and social presence. Hence, the company selected the IPL platform due to its massive youth engagement across television and digital channels. The campaign also reflects how EV companies are entering entertainment focused partnerships to increase national visibility.

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