Founding Communications Team

India

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Ather was building India’s first performance electric scooter. I was part of the founding comms team, helping introduce the brand (and the category) before most people had even seen an EV on the road.

⚡ What I walked into

There was no real consumer awareness, no playbook, and no traditional EV narrative. We had to create excitement and legitimacy for a product that looked and behaved like nothing people had seen before.

🛠 What I brought in

• Defined and set up the PR function and media relations.
• Led early content and creator campaigns to spark interest and build relevance
• Worked across retail, web, and product to keep the experience consistent and credible
• Led creative direction on early campaigns and co-owned decision-making with product and brand teams.
• Helped shape the brand tone, visuals, and voice. What you see today still borrows from those early choices

📈 What Changed

• Created top-of-funnel momentum before the scooters were even on the road
• Built campaigns with 10M+ reach across Instagram, YouTube, and event-led content
• Played a core role in how India’s EV story started, long before it was trendy

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