It followed up with another gem—a garage-themed film in which Dhoni, surrounded by bikes, humorously explores the different noises his bikes make, only to be playfully challenged by an EMotorad representative who says, “Aawaaz dil se ayegi,” their campaign line.
An interesting take on this campaign was the integrated tech-enabled QR code ad featured in the Times of India as “The E-bike of India”, exploring offline media. The ad crossed geographical boundaries in Times Square, New York.
Roasting Gen Z with Daddy!
Before they collaborated with Dhoni, EMotorad launched two creative ads featuring acclaimed Marathi actor Upendra Limaye, fondly known as Freddy, from the movie Animal. Freddy humorously roasts Gen Z in this ad, delivering sharp, witty commentary that strikes a chord with younger and older audiences, celebrating creativity, topicality, and freshness.
Connect, Collab, and Influence
Their strategic collaborations with influencers like TVF, Purav Jha, RJ Shaayan, Rohan Cariappa, and Fat Biker Vaibhav have been instrumental in reaching audiences across all age groups. Their recent video with Purav Jha garnered over 16M views in just two days! The key is engagement and creating content people consume and relate to. By focusing on organic routes and earned media, the brand, through unique concept ideas, has built a strong awareness funnel without relying heavily on paid advertising and has stayed relevant to changing trends.
A Unique Formula for Success
EMotorad’s ability to tap into pop culture and infuse it with its brand’s personality has been a winning formula. Their content reflects the brand’s ethos and captures its soul, creating a strong emotional connection with viewers. This approach has garnered attention and generated substantial engagement, making EMotorad a brand people love to discuss.
“We at EMotorad are in a category-building game, which is tough but very important. With limited media budget, we don’t always choose traditional routes and experiment with creativity. Once the hypothesis is proven, we quickly double down on the successful ones, which many brands do not do consistently. The rules of marketing change every year, and we, too, continuously adapt.
We focussed on nano-influencers instead of micro and macro, which worked out great for us. We created campaigns that aren't just inclined towards creating value propositions but also virality because our distribution media may not suffice. So far, it’s been a great journey, and we look forward to what more we can do with the amazing team at EMotorad”, said Aditya Oza, CMO and Co-founder of EMotorad.
Creativity: The Ultimate Competitive Advantage
EMotorad understands that creating impactful content is vital for a startup with a limited media budget. Creativity becomes a tremendous competitive advantage in a highly competitive market where resources can be stretched thin. They have embraced the art of telling compelling stories that resonate, entertain, and inspire without the need for a massive advertising budget.
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