Brands
Swaraj tractors launches new brand campaign with a ‘Josh’ manifesto
NEW DELHI: Swaraj Tractors, a part of the USD 19.4 billion Mahindra group today launched a new brand campaign ‘Josh Ka Raaz Mera Swaraj’ to communicate how Swaraj tractors fuel the passion in its customers as true companions in their farmlands.
This new brand campaign is a sequel to Swaraj Tractors’ – Mera Swaraj campaign, which successfully highlighted the feeling of ownership, pride, and togetherness among its stakeholders, especially its customers. It defined the long-standing and successful association of its stakeholders with the brand Swaraj.
The new ‘Josh Ka Raaz Mera Swaraj’ campaign describes the passion within its stakeholders, which is the key to the success of the brand and its ability to outperform. To describe ‘Josh’, a new Swaraj Tractors’ manifesto has been released with this campaign. The manifesto exemplifies the passion of its stake holders to take on every new challenge and inspires Swaraj engineers to design powerful, rugged & reliable tractors.
Swaraj Division CEO Harish Chavan said, “We believe Mera Swaraj brings out the Josh in each one of us and in everything we do. This Josh in turn is also reflected in the ability of our powerful tractors that perform the best in toughest conditions across the length and breadth of our country.”
The new Josh Ka Raaz Mera Swaraj campaign is also an indication towards the changing face of Swaraj in times to come.
The campaign has been crafted by FCB Interface.
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.
