Key Takeaways:
- The Ather Rizta Dasara campaign used Karnataka-specific rituals and regional creators to embed the family scooter into festive routines.
- Campaign results: 1.4 million views, 8.61% engagement rate and a low CPV of ₹0.24.
- Humour, surprise reveals and Mysore-centric storytelling drove the strongest engagement and recall.
- The approach aimed to build regional awareness and position Rizta as a family-friendly EV for everyday celebrations.
Ather Brings Rizta into Dasara Celebrations with Hyperlocal Creator Campaign
Ather Energy turned to hyperlocal storytelling to position its family-focused electric scooter, the Rizta, during Karnataka’s Dasara festivities, reporting strong engagement and efficient reach. The campaign paired three regional creators with distinct Dasara rituals, each integrating a Rizta feature into a culturally familiar, often humorous narrative.
Ather Rizta Dasara campaign drives regional engagement
The creative brief was simple: make Rizta feel like part of family life during festival moments. Each influencer was assigned a specific Dasara tradition and one scooter attribute to highlight — such as storage capacity, connected features or family-friendly space — and asked to weave that element naturally into their content. The films relied on light-hearted storytelling, surprise reveals and local references to resonate with Karnataka audiences.
Quantitatively the campaign performed well. Across the content set, the reels achieved 1.4 million views with an average engagement rate of 8.61% and a cost per view of ₹0.24. Two creators delivered standout performances: Soumya’s mother-daughter skit reached a 9.33% engagement rate while The Local Friendly Bakery’s Mysore-specific trunk reveal hit 10.73% engagement. Those pieces combined humour with community hooks to create higher recall and shareability.
Qualitatively, the campaign demonstrated that regional creators can integrate product features without disrupting festive sentiment. The most effective executions married cultural authenticity with a simple product payoff — for example, a surprise pooja reveal that pivoted to Rizta’s storage capacity, or a bakery owner’s community-centric storyline that ended with a practical demonstration of the scooter’s family utility. These moments emphasised Rizta’s role in everyday family celebrations rather than as a hard sell.
Why hyperlocal creator content mattered
Market context helped inform the strategy. India’s two-wheeler EV segment has led national adoption, driven by affordability and urban use cases. Against that backdrop, Ather’s approach aimed to convert cultural attention during Dasara into consideration for an EV designed around family needs. By selecting creators with strong local ties, the brand gained authenticity and relevance in key Karnataka markets such as Mysore.
Murali Sashidharan, Head of Public Relations and Government Relations at Ather Energy, said the campaign proved regional creators’ ability to speak to communities with authenticity. He noted the partnership with creator networks and agencies allowed Ather to bring the Rizta closer to the families it was built for, using cultural insight and festival warmth to land product messages.
Operationally the team faced tight creative controls to ensure feature placement felt organic. Scripts underwent iterative reviews so the scooter’s attributes blended seamlessly into the stories without appearing intrusive. That discipline helped maintain the festival tone while still meeting the campaign objective to highlight three discrete product features across the content series.
The campaign offers a playbook for brands looking to build regional affinity. Hyperlocal creators, when tasked with clear narrative beats and given cultural freedom, can deliver efficient, high-engagement content that enhances brand recall. For Ather, the Dasara initiative strengthened Rizta’s positioning as a family-oriented EV and demonstrated how festivals can become opportunities for meaningful product storytelling.
