Ampere Electric Vehicles has launched “Har Gully Electric” a multi-lingual rap anthem, to introduce their EV scooter “Primus”. Conceptualized by Famous Innovations, it features well-known rappers in India including MC Altaf, EPR Iyer, Siri, Yungsta, and Killa K to celebrate “the upcoming era of a modern, progressive, ambitious India – the real India,” the brand said.
The brand added that through this anthem, it looks forward to empowering every corner of India with its EV mobility solutions and “propagate clean mobility as a revolution” across the country.
“Indian hip-hop is paving new roads and so is India’s booming EV category,” said Melvin Jacob, Creative Head, Famous Innovations, Bangalore.
The film was directed by Lloyd Baptista and produced by Black T Productions.
Sanjay Behl, CEO and Executive Director at Greaves Electric Mobility said, “Inspired by our core propose to democratize smart and sustainable mobility, our brand communication partner Famous Innovations envisioned a high impact and engaging creative idea of making every street electric in India with Ampere, starting with the launch of our latest electric scooter Primus.
He added: “The campaign essence of “Har Gully Electric”, capturing the true regional and cultural nuances of India, is the most authentic and representative articulation of our brand purpose.”