Ather Energy has rolled out its new integrated brand campaign, ‘It’s Easy on an Ather’, designed to showcase how intuitive, rider-focused technology can make everyday riding simpler and more enjoyable.
Built on the insight that two-wheeler experiences haven’t evolved as quickly as consumer technology in other categories, the campaign highlights how Ather’s engineering reduces daily riding friction through familiar on-road moments. Features such as AutoHold™, Reverse Assist and SkidControl™ operate quietly in the background, allowing riders to focus on the ride rather than the mechanics of managing it.
Saurabh Sharma, Head of Marketing at Ather Energy, said the campaign shifts away from traditional spec-driven communication: “Specifications don’t capture how consumers feel when they use our technology. Our campaign focuses on simple, everyday scenarios where Ather’s tech works seamlessly in the background. The simplicity we show in the films is the same simplicity we want riders to feel.”
Departing from typical automobile advertising cues, the films use a clean, premium visual style with a contrasting audio layer for distinction, keeping attention on real-life riding experiences rather than technical details. Conceived and executed by Ather’s in-house creative team and directed by Kishore Iyyar, the campaign has been produced by Nirvana Films with Ranjan Bhowmick as Executive Producer.
The six-week campaign spans films, digital, and social media, with amplification planned during the India vs New Zealand cricket series and the Women’s Premier League (WPL), alongside placements across popular general entertainment shows.