Amaze, an energy solutions brand, launched its new brand campaign, Hamesha #ReadyToPerform, on April 3 in Lucknow. The campaign highlights Amaze's range of inverters, batteries, and solar products, designed to withstand long power cuts, extreme weather, and fast charging requirements.

As part of this campaign, Amaze released its first thematic brand and product film, aimed at motivating consumers to overcome challenges, push their limits, and strive for excellence. The campaign features Virat Kohli, who symbolizes peak performance and relentless dedication, mirroring the brand's ethos of readiness and top-quality performance.

The film showcases Virat's commitment to constantly improve and excel in his game, representing Amaze's drive to innovate and deliver reliable energy solutions. The campaign emphasizes how Amaze products power the dreams of a rising India with uninterrupted energy supply.

Speaking on the occasion, Preeti Bajaj, CEO and MD, said, “Amaze has established itself as a trustworthy brand in India by providing high-quality and energy-efficient energy solutions. The retail and energy sectors are currently experiencing a new wave of growth in the new emerging Bharat, due to rising urbanisation and an increase in the purchasing power of consumers. With a strategic focus on innovation, and expansion, along with a solar approach, Amaze is poised to make a significant impact on the energy landscape in India, and our target is to triple our growth and customer touchpoints in the next 3 years. We intend to continue powering the dreams and aspirations of emerging India with an uninterrupted and independent power supply.”

Neelima Burra, 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 prepare themselves for everyday challenges relentlessly.”

Anusha Shetty, chairperson and group CEO, Grey Group India, said, "Thanks to digital democratisation, 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 those counts. Amaze believes in fueling their aspirations with uninterrupted power."

The campaign will feature visuals and videos showcasing Virat Kohli's commitment to readiness and performance, highlighting the reliability and efficiency of Amaze's inverter batteries. Through various digital and social media platforms, Amaze will engage with consumers, encouraging them to share their stories of readiness and performance using the hashtag #ReadyToPerform.