Background

The growth of the scooters, one of the most popular modes of everyday transport for millions of Indians, is intrinsically linked to growth of Indian economy and rapid urbanization the country has witnessed in last two decades. However, the same category that disrupted the dominance of commuter class motorcycle in early 2000's was stagnating, in terms of product innovation, with increasingly similar products largely focused on price and efficiency. Most key manufacturers spent very little resources on true innovation and product R&D and bringing in new technology to their vehicles. Electric vehicles, which were supposed to disrupt the two wheeler market suffered from negative consumer perception created by sub-optimal products imported from China. The opportunity for Ather Energy was to change consumer perception towards electric and build a momentum of adoption thereby a carve a space for electric scooters in the 200 billion dollar Indian two-wheeler market.

Describe the creative idea (40% of vote)

450X is a high-performance, intelligent, electric scooter designed by Ather Energy. Its aimed to set a benchmark for two wheeler electric mobility in India and drive aspiration for the category. Ather 450X is targeted at the upwardly mobile Indian middle class consumers who seek benchmark products in categories that reflect their social status. These are consumers who seek to reflect the progress and sophistication they are achieving in their new age professions, in their every day life as well. They seek to be perceived as ahead of others by making decisive choices in their lives that create disproportionate impact. Ather delivers on this with a advanced products with new-to-the category features and a sophisticated ownership experience. Demographically, the Ather brand and 450X is aimed at consumers in the 25-40 age group in the 5 major metros and 15 large cities with jobs in the growing knowledge and technology domains.

Describe the execution (40% of vote)

The 450 series and everything around it has been designed from scratch to offer an exhilarating ride and a meaningful ownership experience. 450x was built with a focus on clean design- inside and out . The 450x has a forward, downward-pointed stance and a kicked-out rear tire that contribute to a sporty stance. The exposed frame, along with the floating tail panel and beefy swingarm, are all inspired from motorcycle design. The 450 series conveys a clean, uncluttered feel through minimal graphics and a restrained use of accent colours. While the colour contrasts and silhouette catch ones eye at first glance, elements like the floorboard pattern and swooping motor grill design provide visual interest. A design-eye has been cast over even the oft-overlooked aspects of the scooter. The number-plate mount, the flush sidestand and elements like the floorboard pattern and swooping motor grill design provide

List the results (20% of vote)

The 450X reinforced the perception and status of Ather as an innovation leader in the category. It improved on the benchmark set by the 450 series and showcased that the brand can deliver innovative products consistently.450X also dialed up the distinction and difference that Ather products offer in comparison with other products For the consumer who seeks for the best and most sophisticated products in the category, 450X provided a new avenue in the category. It offered something unqiue and something they cant get from anywhere else. As a product 450X became the gold standard for all automotive enthusiasts, journalists and electric vehicle enthusiasts in the country. Every scooter launch in the premium segment was compared with the 450X. The design and imagery of the scooter also became synonymous with a 'new generation' of electric vehicle (often used without permission on media) in the country