Modern bikes today are no longer just about getting from point A to point B. With LED lights, powerful horns, TFT displays and mobile charging becoming part of the riding experience, they are placing significantly greater electrical demands on their batteries. Amaron taps into this insight with its latest True 4Ah campaign, ‘Modern Bikes Ki True Power’, using humour, relatable characters, and hyperlocal storytelling to dramatize the power of modern motorcycles.
The films conceptualised by TBWA\Lintas, part of Omnicom Advertising India, use a simple, humorous street insight to highlight this increased demand. In each story, a heated discussion creates a traffic jam, until a street-smart biker arrives and uses his powerful horn to command the road, with everyone making way. The films reinforce the role of the battery behind these increasingly power-hungry features, while landing Amaron’s core proposition: if modern bikes need more electrical power, they need a battery that delivers its claimed capacity. True 4Ah delivers the full 4Ah, designed to meet the additional power demands of modern motorcycles. Rather than creating one master film and dubbing it across markets, Amaron has developed locally flavoured stories, making the campaign feel native to each market while keeping the product insight consistent.
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.”
CREDITS
Creative: Kartikeya Dixit, Bibaswan Majumder, Amresh Kumar, Sarthak Sharma
Strategy: Anurag Prasad, Pallavi Mehta
Business: Sunil Manhas, Aakash Jain, Garima Tickoo, Nandini Gupta
Brand Team: Chandrasekar Radhakrishnan, Anshika Dhawan, Rich Ojha, Mitali Boro
