How Ather achieved their targeted sales figure in Festive season 2023?

Communication Challenge

Ather Energy vehicles are known for its high price in the two-wheeler EV category. Competition brands are providing similar features and offerings at the less price. Hence through festive offer campaign Ather wanted to establish itself as an affordable and young brand.
People who are looking to buy two wheelers or willing to switch from petrol to EV two-wheeler during festive season (Dussehra or Diwali)
Potential customers are aware of Ather but not considering it actively due to price sensitivity or EV aversion.
To create powerful and impactful static creatives for print and outdoor media that not only talked about the key USP of the product but also communicated well about the vehicle powerful performance through visuals. We married festive look with bold offer communication to leave strong impact on audience mind.
The campaign led to up to approx. 20% hike in sales and enquiries during the festive season and increased awareness, especially in the tier 2 cities.

Ather Energy launched their 4th generation (Gen4) of its 450 series of electric scooters in August 2023. So, before the 2023 festive buying season (which brings in a large pool of high-intent customers to the 2-wheeler market), they wanted to do a campaign to establish high degree of saliency for Ather amongst these customers and drives top-of-the-funnel demand on website and Experience Centers