Simple Energy "Untamed"

Challenge

Simple Energy had a product that outperformed the competition on every metric. But every piece of communication was chasing the specs. The brand was showing people what the scooter could do. Nobody was asking what it should make them feel.

The category wasn't helping. Every EV brand in India was playing it safe. Approachable, practical, easy to understand. Meanwhile, Simple Energy's scooter looked nothing like the rest of them. Aggressive design. Striking presence. A product built to pack a punch, surrounded by communication that refused to. That was the gap I saw.

The Observation

Nobody in the category was building a brand for the person who goes the extra mile. The ambitious, the restless, the ones who want what they ride to say something about who they are. That space was completely unclaimed. And Simple Energy's product, with its class-leading range, aggressive acceleration, and design that refused to be minimalist, already lived there. It just hadn't been named yet.

The Strategic Decision

When the production team shot an off-road film, I saw the raw footage and felt the spirit of the scooter come alive on screen for the first time. That's when the word arrived: Untamed.

I knew immediately it wasn't just a line for a film. It was a positioning. A brand code. A way of thinking that could define every piece of communication, whether the word appeared or not. I proposed to the team that we shouldn't just own a word. We should own a space. The spirit of the outlier, the rebel, the one that refuses to be contained. That should be the overarching soul of everything Simple Energy puts out.

I also pushed for the word to be illustrated rather than typed. Written like graffiti. Untamed in the way it looked, not just in what it said. When the designer brought that to life, I felt the brand had finally found its face.

The Positioning in Practice

The real test of a positioning isn't whether the word shows up everywhere. It's whether the thinking is coming across in every communication or not.

In March 2026, we ran another outdoor hoarding campaign across 5 states, the word “Untamed” didn't appear in the ads. But the spirit did. Every piece of copy and its visual had that same energy:

Acceleration: "Cleared for Take-off" (the scooter doing a wheelie)

Traction Control: "Never Drift Off" (off-road riding)

Super Hold: "No Rolling Back on Slopes" (stationary on a slope)

The campaign had the confidence and aggression of a brand that knows exactly what it stands for. That's positioning working as a creative filter, not just as a word on a film.

The Result

Untamed started as a film end-slate. It became an outdoor hoarding campaign, then merchandise, store facades with "Ride Untamed" across the front, event backdrops, and the defining language of the Gen 2 product launch, where the CEO used it on stage in front of 200+ journalists and influencers to describe the vehicle's range, power, torque, and overall character.

The month the ATL hoarding campaign went live across Karnataka, Tamil Nadu, Goa, Maharashtra, and Delhi, post-ATL sales reached 984 units against pre-ATL sales of 353, nearly a 3x jump in 16 days.

One word. Proposed for a single film. It ended up defining an entire product generation.