Ather Energy, an electric scooter start-up was looking to hire engineers and management graduates from premier Institutes. As a brand that is truly revolutionizing electric mobility in India, the professionals at Ather are at the forefront of this change. The students they needed to attract, had to feel like they were going to be part of this revolution.
“The ones who are crazy enough to think that they can change the world, are the ones who do.” This was the one key aspect of the Ather DNA that we wanted to tell students about. This is what took shape as a campaign built around a simple central peg - “Nothing but crazy.” This became the premise of a simply crafted film that became the opening act for every recruitment presentation the HR team made.
As a brand that oozed minimalism in all they did, right from the way they designed their scooters to the colours they offered, we kept the film minimal too. A simple 2D animation with the key brand colours of black, white and green brought alive stories of people and events the world would have labelled crazy. It ended with a small peek at the product that we hoped would leave students “starry eyed”. Nothing. But. Crazy. At Ather.