Not the Moon

SPARK THE SCENE FOR ATHER (Spark The Scene for Ather)

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Not the Moon

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Red Elephant

Entry Title:	Not the Moon
The name(s) responsible for the entry, as it should appear in publicity.:	Sankalp Shetty & Diya Varkey
Description:	We looked at Ather Energy and the Ather 450 series as personalities that looked to the stars but loved life on Earth. Once we identified this value, we knew we had to go big AND go home to #SparkTheScene. Blending a deep-rooted behavioural insight with an unexpected visual insight led us to creating an awareness campaign with a kick. Our brainwave arrived when we looked at a picture of the moon for too long and then our vehicle hit a pothole. In a space so oversaturated with cool but “moment-led” collabs, we decided to try and take a more noble route, empowering our audience to engage with an issue all of roadkind faces. Not The Moon and For the Crater Good aimed to take on an age old issue in a way that felt not just electric, but authentic – taking our cue from Ather 450 itself.