2024 Acko Drive Award: Ampere Wins Best Digital & Social Media Campaign

Ampere, the Indian electric two-wheeler brand, showed its prowess in the Communications jury meet and won the 2024 Acko Drive Awards' Best Digital & Social Media Campaign (Bike) for its ‘Har Gully Electric’ campaign.  

The premise of the campaign included a rap song featuring five Indian rappers performing in multiple languages showcasing the Ampere Primus electric scooter. Ampere’s idea with this campaign was to get artists (rappers and dancers) from across the country to collaborate on an anthem that is hyperlocal. Ampere said its ‘Hur Gully Electric’ campaign had a reach of over 10 million impressions on platforms like Instagram, Twitter, YouTube and Facebook. 

The category required OEMs to show how their campaign reached out to social media audiences and how they were the specific targets of the campaign. There were more than 12 entries that took part in the preliminary round and of those, five were shortlisted for the final round for their ingenuity and creativity. Ampere appeared to have trumped them all with its Hur Gully Electric campaign. 

Commenting on the Hur Gully Electric campaign, Deepti Matai, Head of Industry - Auto, Google India, said, “Ampere was consistent with their brand idea. The brand is just one year old but the memorability of that campaign has been spectacular.”

The TOTMs is a unique award in the automobile industry as it is the only one to have a category dedicated to communications and marketing campaigns by OEMs. This category is important as it highlights the efforts of the people and the teams behind the products and not just the products. It's about appreciating the effort taken to communicate different aspects of the products, highlighting the best aspects, throughout the year. 

The runners-up in the Best Digital & Social Media Campaign (Bike) category include Hero MotoCorp’s Karizma XMR - Rebirth Of A Legend campaign and Harley Davidson’s pre-launch campaign for the X440.