Mumbai: Homegrown electric vehicle company Ather Energy has rolled out a new digital regional campaign called 'Kali Ini Electric' to celebrate its partnership with Kerala Blaster FC for the seventh season of the Indian Super League (ISL). 

Through this campaign, Ather Energy aims to build recognition for their electric scooters in Kerala and establish a seamless connection between their flagship product - the Ather 450X - and the people of Kerala, stated the brand.

The campaign, conceptualised and executed by Stark Communications, played on the inherent love and passion the people of Kerala have for football and for their favourite sports teams. The video uses a background voice-over in the style of the popular Malayalam commentator Shaiju Damodaran to showcase the beauty of an electric game on the football pitch while riding the Ather 450X electric scooter.

Kerala, which is an important market for the electric scooter manufacturer saw over 2.5 Lakh views across social media platforms on the first day of the campaign's release, according to the Bangalore-headquartered company. Kerala Blasters FC also claims to have one of the most engaged fan groups globally.