Brands
A warrior to tread an adventurous path: MRF Wanderer
MUMBAI: As an active proponent of cricket, MRF Tyres has always rallied behind the team and its players in pushing the cause of the sport in India. Whether the ICC Cricket World Cup 2015 where it was the Global Partner or other such top-rated cricketing properties, MRF has always essayed a supportive role by putting out communication that is strikingly unique.
Partnering MRF in achieving its communication goal over the years is Lowe Lintas Chennai that has been instrumental in managing the communication objective for the tyre brand in India. In its latest initiative, Lowe Lintas Chennai has announced the launch of an integrated marketing campaign that promotes the attributes of SUV brand, MRF Wanderer in India.
The campaign was launched today and will span the online and offline routes including Television, Print, Outdoor and Digital.
To refresh the brand’s proposition, MRF Wanderer has got its brand ambassador and Indian cricket captain, Virat Kohli to communicate the core message to the audience. The campaign seeks to celebrate the warrior-like instinct and determination — trademarks that best define both the Wanderer and also the ace cricketer. Much like the cricketer himself, MRF too has been treading the Indian roads with great determination and its warrior-like approach has made it the tyre of choice for many Indians.
The new integrated brand campaign by Lowe Lintas Chennai seeks to bring alive the Samurai spirit in people who like to explore their limits and even go beyond by challenging themselves – and what better face to push forward this thought than one of India’s best known Samurai, Virat Kohli.
MRF Ltd. executive VP marketing said, “MRF Wanderer tyres are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.”
In the film titled ‘I dare to Tread Anywhere’, the capabilities of the MRF Wanderer tyre are brought to the fore by drawing a parallel with Virat Kohli’s Samurai warrior spirit. Whatever the terrain or journey, a true adventurer never backs out and takes on the challenge with ease. As on the cricket field where Virat has always let his warrior-like approach do wonders for the team, so is it for MRF Wanderer whose “Tread Anywhere” proposition has enabled drivers to wander far and discover remote, inaccessible places with ease.
Lowe Lintas chairman & CCO Arun Iyer says, “Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.”
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.
