Why is EV maker Ather Energy talking about its Li-ion batteries in its latest ad?

The ad features Shreyas Seethapathy, a battery and motor engineer at Ather, enjoying a cup of ice cream on top of an oven.Ather Energy’s new campaign has its battery designer sitting on top of an oven, where Lithium-ion batteries are baking. Shreyas Seethapathy is also enjoying a cup of ice cream, while the batteries are baking underneath him.Bengaluru-based Ather’s in-house team decided to go for this creative treatment to demonstrate how safe the batteries are. The minute-long ad talks about how the battery performs well in all weather conditions.It’s hard to miss the digital flames in the background of the ad. The electric vehicle (EV) segment in India is a fairly new one, and is experiencing teething troubles. Recently, there were reports that Pure EV bikes, Boom Motors bikes, Jitendra EV bikes and Hero Electric bikes have malfunctioned and caught fire.The root cause of the…

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