Amaron has launched a new campaign for its True 4Ah battery range, titled ‘Modern Bikes Ki True Power’, spotlighting how the growing number of electrical features in modern motorcycles is increasing their power requirements.
Conceptualised by TBWA\Lintas, part of Omnicom Advertising India, the campaign uses humour and hyperlocal storytelling to communicate the role of batteries in powering feature-rich bikes.
Modern motorcycles increasingly come equipped with features such as LED lights, powerful horns, TFT displays and mobile charging. Amaron’s campaign builds its product proposition around this shift, highlighting the need for batteries that can meet these additional electrical demands.
The campaign’s films are built around a simple street scenario. A heated argument creates a traffic jam as people gather around the situation. The deadlock is eventually broken when a street-smart biker arrives and uses his powerful horn to command attention, prompting everyone to make way.
The humorous setup is used to connect the biker’s need for power with the larger product proposition behind Amaron True 4Ah. The campaign positions True 4Ah as delivering the full claimed 4Ah capacity, with the battery designed to support the additional power requirements of modern motorcycles.
Instead of producing one master film and adapting or dubbing it across markets, Amaron has developed locally flavoured versions of the stories, while retaining the same central product insight. This approach allows the campaign to incorporate regional nuances and make the communication more familiar to audiences in different markets.
Chandrasekar Radhakrishnan, Chief Business Officer – Automotive (India & SAARC), Amara Raja Energy & Mobility Ltd, said, “Modern motorcycles require more power than ever, and the Amaron True 4Ah delivers the genuine performance these feature-rich bikes demand. Launched through a digital-first, vernacular campaign, this initiative highlights Amaron’s commitment to consumer-focused proposition while reinforcing its leadership in an evolving motorcycle segment.”
Speaking about the campaign, Vasudha Misra, President – Creative, TBWA\Lintas, said, “Our latest work for Amaron True4Ah batteries, designed for the needs of modern bikes. These films are rooted in simple consumer behaviour and seamlessly blend humour with product messaging, making the communication both engaging and memorable. Created in AI by Shakun and his fabulous team at Josuka, and written by our very own Sarthak, the films have been thoughtfully localised across markets to make them even more relevant to consumers.”
