Hypothesis by Only Much Louder (OML) has secured the influencer marketing mandate for Ather Energy, the Indian electric two-wheeler manufacturer. The collaboration aims to strengthen brand affinity and audience engagement through creative storytelling targeting Gen Z and Millennial consumers.

The partnership leverages Hypothesis’ proprietary technology to design tailored creator-first content marketing solutions across social and video streaming platforms, with a focus on community-driven campaigns to enhance Ather Energy’s customer connections.

Tech-Powered Influencer Selection

Hypothesis utilizes an AI-powered platform that evaluates creators using over 100 data points. The technology offers influencer discovery, campaign management, and real-time analytics tools that allow brands to monitor performance metrics.

“In today’s crowded digital landscape, crafting authentic narratives is more important than ever,” Tusharr Kumar, CEO of OML, said in a statement. “We’re thrilled to collaborate with Ather Energy, a brand that embodies innovation, to create campaigns that deeply engage audiences and build a loyal community.”

Global Expansion

This partnership comes as OML expands its Hypothesis platform internationally. In May 2024, the company announced a rollout to markets in the Asia-Pacific region, the Middle East, Africa, and the United States.

“The influencer ecosystem in India has transformed into a powerful medium for digital marketing,” stated Murali Sashidharan, Head of Public Relations and Government Relations at Ather Energy. “Their expertise in blending data and creativity aligns perfectly with our goals, and we’re eager to see the impact of this collaboration on our brand’s journey.”

Under the leadership of former CEO Gunjan Arya, OML expanded from managing independent musicians to representing over 100 diverse creators, including comedians, digital celebrities, chefs, and directors.