Ampere Electric Vehicles has rolled out a campaign titled 'Har Gully Electric' (every lane is electric) to introduce its Primus scooter.
The campaign consists of a rap anthem conceptualised by Famous Innovations, which features MC Altaf, EPR Iyer, Siri, Yungsta, and Killa K. Through the rap, Ampere aims to push its electric agenda to the streets of India.
Sanjay Behl, CEO and executive director, Greaves Electric Mobility, said, “Inspired by our core propose to democratise smart and sustainable mobility, our brand communication partner Famous Innovations envisioned a high impact and engaging creative idea of making every street electric in India with Ampere, starting with the launch of our latest electric scooter Primus. Rarely have I seen a creative partner elevate to take such onus as a brand custodian, and the client agency teams work with such flaming passion, strong conviction, and infectious energy to back their beliefs and ideas. The campaign essence of 'Har Gully Electric', capturing the true regional and cultural nuances of India, is the most authentic and representative articulation of our brand purpose.”
Melvin Jacob, creative head, Famous Innovations, Bengaluru, said, “Indian hip-hop is paving new roads and so is India's booming EV category. Our rising homegrown music talent and Ampere’s electric plans stand testimony to this. Through Ampere’s Primus, we aim to revolutionise eco-friendly vehicles on the road and propagate sustainable motoring - and it all starts from our gullies. Rhythm, words and rhyme have an amazing power to influence and unite - the result is a thumping multilingual hip-hop anthem that resonates with people across India."
Client: Ampere EV
Agency: Famous Innovations
Directed by: Lloyd Baptista
Production house: Black T Productions.