MAM
Tetra Pak’s new TVC marks beginning of its carton equity campaign
MUMBAI: Tetra Pak has launched a television commercial that targets mothers with young children that will air for a period of four weeks on popular channels in India.
The key message of the campaign is that milk is best protected in Tetra Pak cartons and drives home the promise of safety of UHT (ultra-high temperature) treated milk in 6-layer Tetra Pak packages.
The TVC marks the beginning of Tetra Pak‘s cartoon equity campaign and will be supported by several on-ground activities. Besides using social media and its consumer-focused website, Tetra Pak has also planned for workshops for nutritionists, dieticians, paediatricians as well as media professionals to better inform them on how milk is best protected with Tetra Pak technology.
Tetra Pak South Asia Markets MD Kandarp Singh said, “Apart from continuing to highlight the functional benefits of Tetra Pak’s six-layer packaging, the TVC reinforces the overall value proposition by visualising the benefits of UHT processing in a compelling way. The TVC’s call-to-action is for consumers to look for our ‘Protects What’s Good’ motto stamp on Tetra Pak cartons because “with the Tetra Pak sign, it’s 100% fine”.
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.
