Amaze India and Virat Kohli Encourage India to be Hamesha #ReadytoPerform

Energy solutions brand Amaze has kicked off a new campaign with brand ambassador International cricketer Virat Kohli in a high-octane performance. A perfect fit for Amaze India’s brand philosophy as Virat Kohli is also about performance that never stops. His reputation, on and off the field, of always being determined to perform gives birth to the core meaning of the campaign, Hamesha (always) #ReadyToPerform, said a release.

The campaign, conceptualized by AutumnGrey (a Grey company), aims to redefine what a ‘real performer’ is and what it takes to be one – just like Indians, who are always hungry for performance and progress in life. The film starts with Virat Kohli getting ready to train, as the voice in his head tells the audience what being a ‘real performer’ means to him.

The film intends to reach audiences who want everything around them to be Hamesha #ReadyToPerform in every condition and every situation.


Anusha Shetty, Chairperson & Group CEO, Grey Group India, said, “Thanks to digital democratization, a new wave of Indians are shaping the country. Indians who think no dream is unrealistic. Indians who think it’s not where you come from but where you’re headed that counts. Amaze believes in fueling their aspirations with uninterrupted power.”

Neelima Burra, President – Chief Strategy, Transformation and Marketing Officer, added, “The Hamesha #ReadyToPerform campaign exemplifies Amaze’s commitment to empowering consumers to excel in every aspect of their lives.

The film is based on consumer insight, inspiring middle India to break boundaries and chase dreams without the hassle of power cuts. We believe middle India is rising because they don’t want to be seen left behind in a rapidly changing world, and they relentlessly prepare themselves for everyday challenges.”



Brand: Amaze India
Agency: AutumnGrey Bangalore (a Grey Company)
Chief Executive Officer: Anusha Shetty
Chief Creative Officer: Sandipan Bhattacharyya
Agency Campaign Team: Akshay Crasta, Amol Bariya Sousa, Atul Pathak, Avaneesh Raghesh, Charles Paul, Deepak Puttaramaiah, Dhananjay Thakur, Ganesh Sakpal, Kaleemuddin Azeem, Mithun Cotha, Nishant Sethi, Nishanth Anantharam, Palak Jaiswal, Pravin Patil, Piyush Kumar, Raviraj Shetty, Sandhya Gurung, Sharmila Dutta, Vaishnavi Shetty.


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