Advertising
Press

Autohold
Brand: Ather Energy
Client: Ather Energy
Entrant: Ather Energy

The First List

Entry Title:	Autohold
Brand:	Ather Energy
Client:	Ather Energy
Entrant Company:	Ather Energy
Description:	AutoHold™ on Ather scooters detects when you’re halting on slopes, and keeps you from rolling back or forth. All without brakes. The AutoHold™ print ad was tasked with communicating this in a way that’s bold, simple, and as smart as the feature itself. How do you do this amongst a sea of ads that are collectively trying to grab a readers already short attention span? The idea was to reel people in with what looks like an error at first glance. The entire ad looks slightly tilted. But a closer look reveals that it really isn’t. It just shows AutoHold™ in action, on a slope. Only the text is tilted to align with the slope. The discussions that this hook prompted, went beyond doing the job of informing our audiences about this new feature. It also added to the general perception of Ather being way ahead of the competition in terms of engineering prowess. In an age where social content is the most circulated, this print ad did the rounds on social media.
Company Credits:	Production Agency: Tonic
Individual Credits:	Creative Head - Krishnanunni Warrier
Individual Credits:	Creative Lead: Deepesh Rajani
Individual Credits:	Copywriter: Atul Rajan
Individual Credits:	Art Direction & Design: Rahul Ramesh