MAM
Hypothesis gets a green charge as Ather Energy plugs into influencer power
MUMBAI: In a move juicier than your average EV battery, Hypothesis by Only Much Louder (OML) has bagged the influencer marketing mandate for Ather Energy, the electric two-wheeler brand that has quietly become the cool kid in India’s EV block. As of 2 April 2025, Hypothesis has been officially tasked with revving up Ather’s digital engine by using data-fuelled creativity and influencer-first storytelling that targets Gen Z and millennial petrolheads-turned-EV-fanatics.
This isn’t just another hashtag-happy campaign. Hypothesis is bringing its high-octane, AI-powered tech stack to the table. With over 108 campaigns, 1,875 creators, 2.9 billion views and 131 million engagements under its belt, it’s clear this isn’t their first digital rodeo. The mandate gives them the wheel to design thumb-stopping content that spreads across social and video platforms like wildfire—and with Ather’s ambitious growth trajectory, this is more than just branding fluff.
“The influencer ecosystem in India has transformed into a powerful medium for digital marketing, and we’re excited to tap into this space with Hypothesis by OML. Their expertise in blending data and creativity aligns perfectly with our goals, and we’re eager to see the impact of this collaboration on our brand’s journey,” said Ather Energy head public relations and govt. relations, Murali Sashidharan.
OML CEO Tusharr Kumar added, “In today’s crowded digital landscape, crafting authentic narratives is more important than ever. We’re thrilled to collaborate with Ather Energy, a brand that embodies innovation, to create campaigns that deeply engage audiences and build a loyal community.”
For those still stuck in billboard-era brand building, here’s the newsflash: today’s consumer trusts creators more than companies. With Hypothesis in the driver’s seat, Ather aims to plug into that sentiment, creating community-led, culturally-relevant campaigns that actually land with their target audience.
The brief? Cut through the noise with creator-first strategies, smart data, and stories that feel less like ads and more like scrolling gold. And if you’re worried about ROI, don’t be—Hypothesis was built to solve influencer marketing’s biggest headaches: mismatched creators, data blackholes, and the dreaded spreadsheet chaos.
With this new partnership, Ather Energy isn’t just riding the EV wave—it’s looking to own the content highway too. And with OML’s Hypothesis navigating, expect some powerful, eco-conscious brand storytelling that’s more ‘real talk’ and less ‘corporate mumbo jumbo’.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
