India, May 15 : 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.