Amaron has launched a new campaign, ‘Modern Bikes Ki True Power,’ for its True 4Ah battery range, spotlighting the rising electrical demands of today’s motorcycles. Conceptualised by TBWA\Lintas, the films use relatable street-side scenarios to show how features like LED lights, powerful horns, TFT displays and mobile charging are quietly stretching a bike’s power requirements.

One film builds around a heated street argument that spirals into a traffic jam, until a biker cuts through the chaos with a sharp horn honk, using the moment to underline just how much modern bike features lean on the battery behind them.

The campaign anchors its messaging around Amaron’s True 4Ah proposition, with the brand asserting that its battery genuinely delivers the 4Ah capacity it claims. Rather than running one film across markets, Amaron has opted for locally flavoured narratives that retain a consistent product message while adapting to regional sensibilities.

Chandrasekar Radhakrishnan, chief business officer – Automotive (India & SAARC) at Amara Raja Energy & Mobility, said modern motorcycles now demand more power than ever, and positioned the True 4Ah as built to match that shift, calling the digital-first, vernacular rollout a reflection of the brand’s consumer-focused approach and its leadership in the category.

Vasudha Misra, president – Creative at TBWA\Lintas, said the films are rooted in everyday consumer behaviour, blending humour with product messaging to keep the communication both engaging and memorable, while localisation across markets was key to making the work resonate more widely.