Ampere's "Har Gully Electric" anthem introduces its new EV scooter 'Primus'

Ampere Electric Vehicles has launched the “Har Gully Electric” anthem to introduce its EV scooter “Primus”.

The anthem has been conceptualised by Famous Innovations and features Indian rappers such as MC Altaf, EPR Iyer, Siri, Yungsta, and Killa K to celebrate the upcoming era of a modern, progressive, ambitious India.

Through this anthem, Ampere seeks to empower every corner of India with its EV mobility solutions. It aims to propagate clean mobility as a revolution across India.

While the entire world applauds India’s movement on the world stage, the real pulse of this drive has always been the gullies. The campaign highlights, when the gullies get empowered, the nation progresses.

Featuring the five rappers with their individual distinctions resulting in a unifying voice, a the multilingual rap collaboration celebrates the power of the gullies, and the great coming of the electric age.

The film has been directed by Lloyd Baptista and produced by Black T Productions.

Sanjay Behl, CEO and Executive Director at Greaves Electric Mobility, said, “Inspired by our core propose to democratise smart and sustainable mobility, our brand communication partner Famous Innovations envisioned a high impact and engaging creative idea of making every street electric in India with Ampere, starting with the launch of our latest electric scooter Primus. Rarely have I seen a creative partner elevate to take onus as a brand custodian, and the client agency teams work with such flaming passion, strong conviction, and infectious energy to back their beliefs and ideas. The campaign essence of ‘Har Gully Electric’, capturing the true regional and cultural nuances of India, is the most authentic and representative articulation of our brand purpose.”

Melvin Jacob, Creative Head, Famous Innovations, said, “Indian hip-hop is paving new roads and so is India's booming EV category. Our rising homegrown music talent and Ampere’s electric plans stand testimony to this. Through Ampere’s Primus, we aim to revolutionise eco-friendly vehicles on the road and propagate sustainable motoring - and it all starts from our gullies. Rhythm, words and rhyme have an amazing power to influence and unite - the result is a thumping multilingual hip-hop anthem that resonates with people across India.”

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