How a brand fixed a civic problem and scored free press
We scroll past hundreds of marketing stunts every week. But every now and then a brand does something that’s not just clever, it actually solves something people live with.
Ather’s pothole alerts
Ather’s software update now warns riders about potholes in real time. It uses fleet data to map bumpy stretches, shows warnings on the scooter console, and even gives voice alerts and it can guide you along routes with fewer potholes. It’s not a gimmick. It’s useful, earned, and directly improves the day-to-day ride experience.
Why this works (and why more brands will do it)
Real utility beats cleverness. People remember the brand that actually helps them, not the one that made a funny ad. Ather’s update saves time, stress and a repair bill. That’s sticky.
Moment-to-moment relevance. These plays are hyper-relevant to the user’s immediate reality. If you commute, potholes are not a metaphor; they’re a pain. Solve it and you win advocacy.
Earned media on autopilot. Practical moves get shared. A software update that reduces flat tyres gets enthusiasts talking. A stunt about potholes gets social traction and news pickup.
Data loop = stronger product + comms. Ather’s fleet data improves mapping and the product story. The comms then bring users and more data, making the feature better.
Brand as problem-owner. When institutions can’t or won’t fix a problem, brands that responsibly step up can capture trust and relevance.