Ather Energy Redefines Tradition
Mumbai: Ather Energy, one of the major electric two-wheeler companies, has unveiled a creative film that seamlessly merges tradition with modern engineering. Drawing inspiration from the iconic Dahi Handi festival, a celebration synonymous with strength, unity, and boldness through the iconic human pyramid, Ather Energy embarked on a unique challenge. They attempted to construct a human pyramid atop their electric scooters, utilizing the innovative AutoHold™ feature.
The stunt involved a 13-member human formation on a steep incline. Central to this achievement is Ather’s AutoHold™ feature, which automatically keeps the scooter stationary without manual braking, even on challenging terrains. The advanced technology ensured that the pyramid remained perfectly balanced, showcasing the impeccable stability, precision, and engineering excellence that Ather scooters are built upon.
The conceptualisation and creative direction were led by Ather’s internal creative team. They had partnered with DamnGood Films to bring their vision to life.
Instagram link: https://www.instagram.com/reel/C_KWHVKsgBw/?igsh=MXd2OThkbmx3dmJzMg%3D%3D
Ather Energy | Dahi handi. On a scooter. On a slope. Brought to you by the magic of AutoHold™ #Ather #Ather450X #AutoHold
