FoxyMoron wins Ather Energy account

The agency's Bengaluru office will manage digital media and marketing duties for the brand.

The electric two-wheeler start-up Ather Energy has assigned its digital media and marketing duties to the digital marketing and media solutions agency FoxyMoron. The account will be handled by the agency's Bengaluru office. The account was won following a multi-agency pitch.

As part of the account win, FoxyMoron will work towards the creation of a strong online presence for the client through data-driven media and content strategies, social listening, and online reputation management.

Commenting on the appointment, Ravneet Singh Phokela, chief business officer, Ather Energy, says, "Brand engagement for us will always be at the intersection of content and technology in the digital medium. FoxyMoron has an instinctive understanding of this space and we are excited about the partnership."

Suveer Bajaj, co-founder, FoxyMoron, adds, "The two-wheeler segment in India is in a rapid evolution mode and smart electric scooters are poised to change its face. With its innovative technology, breakthrough design, and out-of-the-box thinking, Ather Energy is set to lead this revolution and transform the automobile industry. Being a technology-first start-up ourselves, we share the same kind of ambition and passion as Ather Energy and look forward to catapult their business through some cutting-edge media campaigns."

FoxyMoron is a digital marketing and media solutions agency. Founded in 2008, the agency, which has offices across Mumbai, Bengaluru and Gurgaon, has among its clients Castrol, L'Oreal Group, ZEE, SABMiller Group, Asian Paints, Jim Beam India, and Red FM.

The Bengaluru-based Ather Energy was founded by IIT graduates Tarun Mehta and Swapnil Jain. It claims to be among the few hardware start-ups in India. Founded in 2013, the company is backed by the venture capital firm Tiger Global, and Flipkart founders Sachin and Binny Bansal.