MAM

Ather Energy appoints Lodestar UM as media AOR

The account was won after a multi-agency pitch.

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2020/12/03/ather.jpg?itok=c-rVqJB-

NEW DELHI: Following a rigorous multi-agency, multi-phased pitch process, Lodestar UM has been appointed as the media AOR of Ather Energy. Lodestar UM, part of IPG Mediabrands, has been an expert in launching new brands in India and scaling them up to become category leaders. Despite its challenges, 2020 is no different. It adds Ather Energy to its roster of cult and new-age brands like Amul, Coke, ExxonMobil, BMW, Spotify, Zomato, Accenture, Samsung, to name a few. 

Lodestar UM EVP Laya Menon said, “We are delighted at the opportunity of partnering Ather Energy which promises to herald in an exciting era in the personal mobility space. Electric vehicle category is at a nascent stage in India, and we are looking forward to an exciting journey to establish Ather Energy as a prominent player in this segment. Ather is at the throes of a revolution, and we are proud to be partners." 

Ather Energy director marketing Nilay Chandra said, “Ather is in the middle of an aggressive growth phase and part of that is building brand salience across the country while also establishing EVs as better alternatives to traditional vehicles. Lodestar UM, as a partner, brings on board their years of experience in establishing and growing brands. Their data-driven approach to communication and marketing will be an asset to us and fit seamlessly with our attitude towards building Ather and the industry.”

Lodestar UM has diversified experience and expertise in steering brands, underpinned by its Better Science Better Art and Better Outcomes philosophy. Tools and frameworks like HVA (High-Value Audiences) and Growth Accelerator, bring alive, precision targeting and comms planning on the back of hard data. The proprietary ACE (Addressable Content Engine) and a full-fledged Influencer Management and Content practice have been at the heart of crafting communications and media strategies for several of its clients in FMCG, Auto, data and tech space.

Established in 2013 Ather Energy is India’s first intelligent electric vehicle OEM founded by Tarun Mehta and Swapnil Jain. Ather’s product line includes the iconic Ather 450 & Ather 450X. It has also established an electric vehicle fast-charging network, Ather Grid with charging points available across all metros in India. Ather Energy has redefined the electric vehicle industry in India and the two-wheeler ownership experience, using smart and connected features along with high-performance vehicles.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/shivani.jpg?itok=MrRcEgcc
Lowe’s India names Shiwani Varma Vyas associate director corporate comms & CSR

NEW DELHI: Lowe’s India has appointed Shiwani Varma Vyas as associate director – corporate communications and CSR. Vyas will partner with the leadership and HR team to drive all internal and external communications in India. Additionally, she will also own and drive the company's overall CSR...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/brandit.jpg?itok=rp8PAcrv
The Souled Store assigns PR mandate to BRANDiT

NEW DELHI: Pop culture merchandise retailer The Souled Store has awarded its PR mandate to BRANDiT communications. The agency will be responsible for handling the reputation management, crisis communication and influencer engagement for the brand.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/jos.jpg?itok=o6L5IGL2
Jos Alukkas questions status quo of women in India

New Delhi: South India-based jewellery brand Jos Alukkas has launched a powerful film on women’s freedom with the aim to drive real conversations and spark a change in the long-term repressive mentality against women across the country.  

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/better.jpg?itok=_0y_9xmU
Betterplace appoints Pitchfork Partners as their strategic communication consultant

Betterplace, India’s largest tech platform for blue-collar workforce management has appointed Pitchfork Partners as its public relations counsel following a multi-agency pitch. Pitchfork Partners will work closely with Betterplace to elevate the brand’s reputation and strengthen its position as an...

MAM Media and Advertising AD Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/port.jpg?itok=Gpd5TIWz
Hamdard Laboratories launches twelve new Unani medicines

Continuing with their mission to make India healthy, Hamdard Laboratories (Medicine Division), India’s most trusted Unani brand, has launched twelve new OTC (over the counter) medicines to build strong body immunity and treat illness like fever, cold, cough, etc. Hamdard’s latest offerings continue...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/medimix.jpg?itok=xFVnZM2S
Why Medimix wants you to ditch glycerine soaps this winter

NEW DELHI: Ayurvedic brand Medimix under Cholayil Pvt Ltd has unveiled a new campaign for this winter that urges customers to ditch their normal soap and switch to Medimix Natural Glycerine soap. The brand has launched a digital campaign highlighting the importance of using a natural glycerine soap...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/mediavon.jpg?itok=5MIpD2wZ
MediaCom unveils new agency identity and proposition

NEW DELHI: To help clients “see the bigger picture,” global public relations and communications company MediaCom has unveiled its new identity and proposition of “moving forward.” This is the agency’s first rebranding exercise in three decades. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/gaurav.jpg?itok=NiCBQSJm
Gaurav Nijhawan elevated to Citi bank VP-marketing

NEW DELHI: Investment bank and financial services corporation Citi has promoted Gaurav Nijhawan to the post of VP-marketing in India. He was earlier the AVP for brand marketing. A professional with over a decade of experience in the industry, Nijhawan joined Citi in 2016 as a brand manager. He has...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/01/21/tejinder_gill.jpg?itok=gopYz4qk
Outgoing Truecaller VP Tejinder Gill talks about his days at the company

NEW DELHI: Launched in 2009, Truecaller today is one of the most popular smartphone applications for its features of caller-identification, call-blocking, and flash-messaging. With over 170 million monthly active users in India, the app, over the past few years, has also become a preferred choice...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required