Ather's "It's Easy on an Ather" Campaign Focuses on Daily Ease

Ather Energy has launched a new integrated brand campaign titled “It’s Easy on an Ather”, aimed at highlighting how its electric scooter technology simplifies everyday scooter use.

The Ather Energy campaign shifts attention from performance metrics to everyday riding situations, showing how built-in features reduce effort during routine urban commuting.

The films focus on common scenarios such as stopping on slopes, parking in tight spaces, and maintaining control on varying road conditions. Features including AutoHold, Reverse Assist, and SkidControl are shown working in the background to support riders without requiring additional input.

The intent is to underline how these systems are designed for effortless riding and practical use rather than novelty.

• Ather Energy launches “It’s Easy on an Ather” campaign focused on daily riding ease
• Campaign highlights features that simplify everyday urban scooter use
• Ather shifts focus from performance to practical, rider-centric technology

According to Saurabh Sharma, Head of Marketing at Ather Energy, the campaign is built around the idea that the value of technology is best understood through everyday experiences. Instead of explaining features in technical terms, the communication shows how they fit into a rider’s daily routine and make riding more manageable. The approach reflects Ather’s focus on rider-centric design and consistency across its electric two-wheeler portfolio.

The campaign has been created by Ather Energy’s in-house creative team and directed by Kishore Iyyar. Production has been handled by Nirvana Films, with Ranjan Bhowmick serving as executive producer. Visually, the films adopt a clean and restrained style, avoiding exaggerated action or overt product demonstrations commonly seen in automotive advertising.

“It’s Easy on an Ather” will run for six weeks across television, digital platforms, and social media. The rollout includes placements during the India–New Zealand cricket series, the Women’s Premier League, and select entertainment programming, ensuring wide reach for the brand campaign.

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With this campaign, Ather Energy continues to position its scooters as practical urban vehicles, emphasising ease of use, rider confidence, and relevance to daily commuting rather than performance claims alone.