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Ather Energy releases new digital campaign, ‘Kali Ini Electric’

Ather Energy has rolled out a new digital campaign, ‘Kali Ini Electric’, to celebrate its partnership with Kerala Blaster FC for the 7th season of the Indian Super League (ISL). Through this campaign, Ather Energy aims to build recognition for their electric scooters in Kerala and establish a seamless connection between their flagship product – the Ather 450X – and the people of Kerala.

Kerala Blasters FC has one of the largest and most engaged fan groups globally, and the fans have been known to go to great lengths to support their favorite team. The campaign played on the inherent love and passion the people of Kerala have for football and for their favorite sports teams. The campaign used a background voice-over in the style of the famed Malayalam commentator Shaiju Damodaran to showcase the beauty of an electric game – on the football pitch and while riding the Ather 450X electric scooter. The Ather 450X has seen a resounding response from consumers in Kerala, which is an important market for Ather Energy. The campaign was conceptualized and executed by Stark Communications.

On the first day of the campaign’s release, there were over 2.5 Lakh views across social media platforms.


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