Ather Energy launches its first-ever TV campaign that inspires Indians to go electric

  • The TVC will bring to life Ather Energy’s ideology of Breaking Through
  • The premiere of the TVC will be during the India-Australia T20 series starting December 4, 2020

December 8th, 2020: Ather Energy, India’s first smart electric vehicle manufacturer, launched its first TVC campaign during the India-Australia T-20 series. The TVC aims to gain mindshare for Ather as a “Make in India’ company which is part of a visionary ecosystem of products and services that have been carefully poised to redefine automobiles in India.

The ‘Break Through’ ad campaign has been conceptualised and executed by Brave New World; an ad agency based out of Bengaluru. The campaign proposes that in order to transform our lives, we need the actions and choices that move us ahead in leaps and bounds. In the same spirit of ‘Breaking Through’, the TVC follows the story of an individual in pursuit of a change. The idea for the campaign was brought alive from the observation that while we live in a world where personal technology we adopt gets more advanced every day, most still choose to settle for automobiles that have only improved in small increments.  

Starting today the TV campaign aims to give a focussed brand direction for Ather Energy to build recognition for their flagship product, the Ather 450X and change the perceptions of EVs. Ather Energy has been able to completely redefine the scooter segment by adding an entire range of “new to category” features and is rapidly changing perceptions of what electric vehicles can do in terms of performance. Ather 450X is packed with several new features like rapid charge, the quickest acceleration in the 125cc category, improved hardware and software features, including the iconic 7’ touchscreen.

Quote by Nilay Chandra, Head of Marketing, Ather Energy: “Ather has been instrumental in ushering change and bringing a transformation in India’s EV category. Over the past two years, we have been extensively investing in driving awareness about electric vehicles being a viable alternative that is higher on quality and performance. Our current TVC is a step further to educate users across the country about the EV category and our brand. Similarly, we are associate sponsors of the ongoing Indian- Australia T20 series, since cricket is a great medium to build awareness across the country and that’s what adoption of electric vehicles needs at this point.

Link to the Ather Energy TVC

About Ather 450X

The Ather 450X is an upgrade from its predecessor Ather 450 and is the quickest and one of the smartest scooters in India, and comes in three new colors; Grey, Green, and White. The scooter is powered with a 6kW PMSM motor, a new 2.9 kWh lithium-ion battery, and comes with 4 riding modes. In addition to Eco, Ride, and Sport, Ather has introduced a new high-performance mode, ‘Warp’. Ather 450X can go from 0 to 40 kmph in just 3.3 sec in Warp mode, making it the quickest scooter in the 125cc category and the perfect choice to navigate through city traffic. The Ather 450X will also charge 50% faster than before at 1.5km per minute, making it the fastest charging rate in the electric two-wheeler category.

Additionally, the electric scooter will have a 4G SIM card and Bluetooth connectivity, allowing riders to manage phone calls and music on the touchscreen dashboard. The new 7” touchscreen dashboard, comes with a color depth of 16M and a Snapdragon Quad-Core processor. Ather 450X utilises Android Open Source to offer Google map navigation, on-board diagnostics, and other unique features like Over-the-air updates, Auto Indicator off and Guide-me-home lights.

About Ather Energy:

Ather Energy, one of India’s first intelligent electric vehicle manufacturers was founded in 2013 by IIT Madras alumni, Tarun Mehta, and Swapnil Jain. It is backed by the founders of Flipkart -Sachin Bansal & Binny Bansal- Hero Motocorp and Tiger Global. Ather Energy launched India’s first truly intelligent, electric scooter – Ather 450 in 2018, followed by their new flagship offering Ather 450X in 2020. Ather has also installed a comprehensive public charging network, Ather Grid, designed and built in India. With 38 charging points in Bengaluru and 14 charging points in Chennai, Ather Grid is one of the largest fast-charging networks for electric vehicles in the country. The company’s product line has won 30 awards in design, automotive and technology categories. With over 51 patent applications, 113 trademarks and 123 design registrations to its name, Ather Energy aims to provide consumers with the best possible ownership experience. Ather Energy currently operates in Bengaluru and Chennai and in 2020 will expand to 8 more cities including Delhi NCR, Mumbai, Pune & Hyderabad

About Brave New World: 

Brave New World is a full-service independent creative agency rooted in the creation of integrated brand experiences. Its verticals include advertising, social & digital, experiential and activations, design, branding, strategic planning, analytics, content, and product development. And its strengths include a comprehensively strategic approach and insights supported by in-depth social listening.     One of the country’s first integrated advertising start-ups, five-and-a-half-year-old Brave New World has been at the forefront of creating a new model for communication efficiency and efficacy. It specialises in the comprehensive and optimized delivery of brand communication across today’s highly fragmented media environment.