MUMBAI: In a move juicier than your average EV battery, Hypothesis by Only Much Louder (OML) has bagged the influencer marketing mandate for Ather Energy, the electric two-wheeler brand that has quietly become the cool kid in India’s EV block. As of 2 April 2025, Hypothesis has been officially tasked with revving up Ather’s digital engine by using data-fuelled creativity and influencer-first storytelling that targets Gen Z and millennial petrolheads-turned-EV-fanatics.
This isn’t just another hashtag-happy campaign. Hypothesis is bringing its high-octane, AI-powered tech stack to the table. With over 108 campaigns, 1,875 creators, 2.9 billion views and 131 million engagements under its belt, it’s clear this isn’t their first digital rodeo. The mandate gives them the wheel to design thumb-stopping content that spreads across social and video platforms like wildfire—and with Ather’s ambitious growth trajectory, this is more than just branding fluff.
“The influencer ecosystem in India has transformed into a powerful medium for digital marketing, and we’re excited to tap into this space with Hypothesis by OML. Their expertise in blending data and creativity aligns perfectly with our goals, and we’re eager to see the impact of this collaboration on our brand’s journey,” said Ather Energy head public relations and govt. relations, Murali Sashidharan.
OML CEO Tusharr Kumar added, “In today’s crowded digital landscape, crafting authentic narratives is more important than ever. We’re thrilled to collaborate with Ather Energy, a brand that embodies innovation, to create campaigns that deeply engage audiences and build a loyal community.”
For those still stuck in billboard-era brand building, here’s the newsflash: today’s consumer trusts creators more than companies. With Hypothesis in the driver’s seat, Ather aims to plug into that sentiment, creating community-led, culturally-relevant campaigns that actually land with their target audience.
The brief? Cut through the noise with creator-first strategies, smart data, and stories that feel less like ads and more like scrolling gold. And if you’re worried about ROI, don’t be—Hypothesis was built to solve influencer marketing’s biggest headaches: mismatched creators, data blackholes, and the dreaded spreadsheet chaos.
With this new partnership, Ather Energy isn’t just riding the EV wave—it’s looking to own the content highway too. And with OML’s Hypothesis navigating, expect some powerful, eco-conscious brand storytelling that’s more ‘real talk’ and less ‘corporate mumbo jumbo’.
Leave a Reply