Bangalore: Electric two-wheeler start-up, Ather Energy, has assigned its digital media and marketing duties to FoxyMoron. The mandate entails creating a strong online presence for Ather Energy among tech enthusiasts by developing data driven media and content strategies, social listening and online reputation management. This account was won following a multi-agency pitch.
Bengaluru-based Ather Energy is the brainchild of IIT graduates Tarun Mehta and Swapnil Jain and is among the few hardware start-ups in India. Founded in 2013, the company is backed by top tier venture capital firm Tiger Global, and Flipkart founders Sachin and Binny Bansal.
The Ather-S340, the first product from Ather, is a ‘smart electric scooter’. Aided by an in-house designed lithium-ion battery pack design, the vehicle also boasts of a number of smart features including a touchscreen dashboard connected to the cloud, in-built navigation system, and offers a top speed of 72 kmph. The Ather team is gearing up for the production of the S340 by the end of this year.
Ravneet Singh Phokela, Chief Business Officer, Ather Energy, said, “Brand engagement for us will always be at the intersection of content and technology in the digital medium. FoxyMoron has an instinctive understanding of this space and we are really excited about the partnership.”
On winning the account, Suveer Bajaj, Co-founder, FoxyMoron, said, “The two-wheeler segment in India is in a rapid evolution mode and smart electric scooters are poised to change its face. With its innovative technology, breakthrough design and out-of-the-box thinking, Ather Energy is set to lead this revolution and transform the automobile industry. Being a technology first start-up ourselves, we share the same kind of ambition and passion as Ather Energy and look forward to catapult their business through some cutting-edge media campaigns.”
The account is a significant addition to FoxyMoron Bengaluru’s growing client roster that includes SABMiller Group, Aéropostale India and YLG Salon.
