MAM
Cut the Crap wins the creative mandate of Lia incense sticks
MUMBAI: Cut the Crap has won the creative business of Cycle‘s Lia incense sticks.
The account was won sans a formal pitch process and the agency had to compete with the incumbent, Mudra Communications.
The brief given by the client was to reposition the brand and create a relevant campaign which primarily targets the youth.
Cut the Crap founder and creative head Jagdish Acharya said, “The brand aims to reposition it and not compete against the mother brand, Cycle. The campaign will target the youth and the core message will be hope and happiness.We will help Lia to create a niche for itself.”
When asked about the medium that will be explored, Acharya stated, “Television will definitely be the priority. But, we will concentrate on innovation in every medium. We want to explore unconventional mediums.”
Acharya was earlier with Mudra and handled this account there.
Brands
Ather Energy doubles service network to 500 centres nationwide
EV maker scales support alongside growth to keep riders on the road
MUMBAI: Ather Energy is quietly building more than just scooters. It is building the backbone to keep them running.
The electric two-wheeler maker has expanded its service network to 500 authorised centres across India, nearly doubling its footprint in a year from 277. The move mirrors its growing retail presence and signals a clear focus on one often overlooked part of EV ownership, what happens after the purchase.
From the outset, Ather has prioritised service support in every city it enters, aiming to make ownership as smooth as the ride itself. Its Gold Service Centres bring in upgraded customer lounges, modern equipment and processes designed to make servicing more transparent and reliable.
Speed, too, is part of the pitch. Through its ExpressCare initiative, riders can get periodic maintenance done in about an hour, now available across 82 centres, turning what used to be a chore into a quick pit stop.
Ather Energy chief business officer Ravneet Singh Phokela said, “Crossing 500 service centres is an important milestone as we scale across the country. Reliable after-sales support is central to the ownership experience, and our focus remains on consistent service quality and accessibility.”
The expansion comes as demand grows for models like the Ather 450 and the Rizta, which have helped the company reach a broader set of riders across metros and emerging cities alike.
Alongside servicing, Ather continues to power up infrastructure through the Ather Grid, now one of the largest fast-charging networks for two-wheelers, with over 4,300 charging points.
With plans to scale further and deepen its presence, Ather’s approach is clear. Selling the scooter may start the journey, but keeping it running smoothly is what sustains it.
