Amaze, a battery company which describes itself as ‘India’s fastest-growing energy solutions brand’, teamed up with athlete ambassador and Indian cricket icon Virat Kohli for an always-on, performance-focused campaign called ‘Ready To Perform’ created by agency AutumnGrey India.
Timed to leverage spiking interest in cricket and in Kohli at the start of the 2024 IPL season, the company – which offers a range of energy solutions built around solar, inverters and batteries – sought to align its own brand mission with Kohli’s sporting philosophy through the shared belief that ‘performance that never stops’.
Leveraging the former India national team skipper and current Royal Challengers Bengaluru star’s on- and off-field reputation for unrivalled competitive determination, the ‘Hamesha (Always) #ReadyToPerform’ campaign was spearheaded by a hero TV and social spot that aims to redefine what a ‘real performer’ is and what it takes to be one.
The film opens with Kohli getting ready for a training session, while the voice in his head explains what being a real performer means to him – being ready for every condition and every situation.
Dropping across owned and paid platforms from 3 April, ‘Unleashing Power and Progress: Amaze Hamesha Ready To Perform’ sets out to ‘explore the dynamic world of uninterrupted energy solutions and be inspired by the relentless drive towards a brighter future’ and urges viewers to ‘stay tuned for more updates’.
Following a pre-launch teaser phase, the 60-second hero spot came in multiple languages and was supported by a series of cut downs and social executions
“Thanks to digital democratization, a new wave of Indians are shaping the country. Indians who think no dream is unrealistic. Indians who think it’s not where you come from but where you’re headed that counts. Amaze believes in fueling their aspirations with uninterrupted power.”
Chairperson & Group CEO Grey Group India Anusha Shetty
“The Hamesha #ReadyToPerform campaign exemplifies Amaze’s commitment to empowering consumers to excel in every aspect of their lives. The film is based on consumer insight, inspiring middle India to break boundaries and chase dreams without the hassle of power cuts. We believe middle India is rising because they don’t want to be seen left behind in a rapidly changing world, and they relentlessly prepare themselves for everyday challenges.”
Amaze President & Chief Strategy, Transformation and Marketing Officer Neelima Burra
The campaign was created for the marketing team at Amaze India by a group at creative agency AutumnGrey Bangalore (a Grey Company) led by Chief Executive Officer Anusha Shetty, Chief Creative Officer Sandipan Bhattacharyya and an agency campaign team which included Akshay Crasta, Amol Bariya Sousa, Atul Pathak, Avaneesh Raghesh, Charles Paul, Deepak Puttaramaiah, Dhananjay Thakur, Ganesh Sakpal, Kaleemuddin Azeem, Mithun Cotha, Nishant Sethi, Nishanth Anantharam, Palak Jaiswal, Pravin Patil, Piyush Kumar, Raviraj Shetty, Sandhya Gurung, Sharmila Dutta and Vaishnavi Shetty.
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