Mumbai, 23rd January 2026: This New Year’s Eve, Eveready Industries India Ltd., in collaboration with independent creative agency The Minimalist, rewrote the rules of New Year celebration with a refreshingly honest truth: not everyone has a New Year’s plan but everyone deserves to feel Eveready to party.
Instead of following New Year’s trends, The Minimalist with Eveready Ultima set one, turning everyday Indian hangouts into the country’s most relatable celebrations.
Rooted in this insight, the brand introduced the Eveready Party Scooter, a custom-built scooter with battery-powered party devices like speakers, bubble maker, instant camera, etc.
To bring the idea alive, the brand partnered with creator Aryan Kataria, who took the Eveready Party Scooter through the streets of Mumbai, sparking spontaneous New Year raves at the most unexpected yet familiar Indian hotspots. Instead of exclusive venues, the celebrations unfolded as Ganna Juice Rave, Pani Puri Rave and Chai Rave.
What followed was pure, unfiltered joy. Kids, teenagers, working adults, street vendors and elders, everyone danced, laughed, clicked pictures and rang in the New Year together.
Link to the video: https://www.instagram.com/p/DTA2W-eiP8V/
According to The Minimalist, the success lay in flipping a universal anxiety into a cultural opportunity. The campaign’s impact went beyond scale, signalling strong cultural resonance and active audience involvement during a highly cluttered New Year’s window. With 11 M+ views and a 9.25M+ reach, it sustained a healthy 1.67% engagement rate, translating into 154K+ meaningful interactions.
Sahil Vaidya, Co-founder, The Minimalist adds, “In a season flooded with New Year content, the response showed us that relatability and novelty still win. When people see themselves in an idea, they don’t just watch it; they participate, share it and remember it.”
While Eveready Ultima Batteries became live proof of performance by powering the party anywhere, Aryan Kataria’s authentic street connect felt spontaneous rather than staged, inviting people to participate in the celebration instead of merely watching it. Building on this success, Eveready and The Minimalist are set to continue reimagining everyday moments through culture-first creativity proving that staying – “Eveready isn’t just about power, but about possibility.”
