Ather Goes Bananas with Alphonso Mango Ad Campaign

Ather Energy's marketing team has responded to Nikhil Kamath's recent criticisms with an ad campaign for their Rizta variant that is nothing short of eccentric. The advertisement features the renowned filmmaker Anurag Kashyap, known for his unconventional style, expressing his passion for mangoes. In a twist, Kashyap declares, "The season of this Alphonso (the fruit) is over; now it’s time for this Alphonso," referring to the Rizta scooter, which is now available in a vibrant Alphonso Yellow color. This dramatic reveal is designed to captivate viewers and leave a lasting impression, showcasing Ather's willingness to embrace bold and unconventional marketing strategies.

Tarun Mehta, the co-founder and CEO of Ather Energy, addressed the ad’s quirky nature on social media. In a playful post on X (formerly Twitter), he tagged Nikhil Kamath and humorously blamed him for inspiring the marketing team's creative direction. Mehta wrote, "Yaar @nikhilkamathcio, after your rant, @atherenergy marketing puri nikkami ho gayi hain. Ye kya bana rahi hain ab." This tongue-in-cheek comment refers to Kamath's earlier critique of Ather's marketing efforts.

Kamath, who is not only an investor in Ather Energy but also the co-founder of the online brokerage firm Zerodha, had recently made headlines with his blunt assessment of Ather's marketing capabilities. He stated, "Ather has sh*t marketing but great product (sorry Tarun)," expressing his frustration after failing to receive a discount on an Ather scooter purchase. Kamath's candid remark sparked a lighthearted exchange between him and Mehta, who responded with humor and a meme featuring a famous Pakistani cricket fan, highlighting the playful nature of their interaction.

The backstory of Kamath's involvement with Ather Energy adds another layer to this narrative. In September 2023, Kamath decided to invest in the electric scooter manufacturer, a move that caught the attention of the business community. According to a report by The Economic Times, the specifics of Kamath's investment were not fully disclosed. The report indicated that the investment was likely made through a secondary share sale, a process where existing shareholders sell their shares to new investors. Importantly, in such transactions, the funds do not directly benefit the company but rather the selling shareholders. This detail underscores the strategic nature of Kamath's investment and his confidence in Ather Energy's potential.

This series of events highlights Ather Energy's unique approach to marketing and investor relations. By leveraging the playful banter with Kamath and enlisting a high-profile figure like Anurag Kashyap, Ather has managed to generate significant buzz around its Rizta variant. The Alphonso Yellow color not only adds a fresh visual appeal to the scooter but also cleverly ties into the playful theme of the campaign.

Ather Energy's response to criticism through a creative and unconventional ad campaign exemplifies its innovative spirit. The interplay between Kamath's candid remarks and Mehta's humorous responses has created a dynamic narrative that captures public interest. As Ather continues to push the boundaries of electric scooter marketing, this campaign stands as a testament to its ability to turn challenges into opportunities, engaging its audience with wit and creativity.