Simple Energy, Bengaluru-based electric two-wheeler manufacturer, has launched ‘Family Matters’, its first brand campaign for Simple Wave, its family scooter. Launched alongside the Simple Wave festive sale, the campaign draws on a familiar truth about Indian households: every family has its own set of requests that may seem unreasonable to outsiders but are non-negotiable at home. ‘Family Matters’ places Simple Wave within these everyday family moments positioning it as the one family member who shows up for every request, big or small.
Conceptualised by Fungi Network and written and produced by Gautam Monangi Films (GMF), ‘Family Matters’ unfolds across three films titled ‘Sir, what Sir?’, ‘Ammachi!’ and ‘The Biyani’s’. Shot across Bengaluru, Kochi and Jaipur, respectively, the films follow a common narrative device: an outsider questions the presence of an unexpected guest at a family occasion, and a series of recollections reveals why this member is indispensable, until the final reveal shows Simple Wave in its place within the family. Each film brings out one product proposition. The cinema hall story in Bengaluru is built around the 70L storage, the Pennu Kaanal set in Kerala is around the 243 km IDC range, and the family photograph in Jaipur is around India’s longest scooter seat. Directed by Gautam Monangi, with creative contributions from Sanjana Suprathi and Meghana Cherian, the campaign features Gommaboy, KPSC Leena David, PP Kunhikrishnan and Red Bull dancer Simran Ranga. It was filmed over a 20+ day schedule with more than 850 crew members. Noahin John and Tanmay Biyani served as executive producers.
Smitha S Rao, General Manager, Brand and Marketing, Simple Energy, said, “As the electric two-wheeler category evolves in India, we believe there is an opportunity for brands to move beyond communicating product specifications and build deeper connections with consumers. At Simple Energy, our approach has always been rooted in understanding how people live, what they expect from their mobility and how technology can make everyday experiences better. With Simple Wave, we are bringing this thinking to the family scooter segment, addressing the practical needs of households through thoughtful product engineering. Family Matters reflects this approach by placing the product within the everyday moments and relationships that matter to Indian families. It is an important step in building a more relatable and distinctive brand identity for Simple Energy as we continue to expand our presence across markets.”
Commenting on the creative thinking behind the campaign, Mathew Joseph, Co-founder and Partner, Fungi Network, said, “Every family has its own logic. Travelling 10 kilometres to pick up Mom’s favourite paneer makes perfect sense to everyone at the dinner table. We wanted to take this logic very, very seriously, however absurd it might seem to an outsider. If a scooter does as much for a family as any other family member, why shouldn’t it be in the family photograph? That became the central thought behind all three films. The scooter earns its place, and to the family, there is absolutely nothing unusual about it being there. After all, when something does so much for everyone, it deserves to be part of the family.”
Simple Energy’s portfolio caters to customers across the family and performance segments. Simple Wave, the company’s family scooter, offers 70L storage, a 243 km IDC range, and India’s longest scooter seat. Simple One, the company’s flagship electric scooter, is designed for riders seeking long range and performance, while Simple Ultra extends the portfolio into the performance scooter segment. All Simple Energy products are developed in-house, with the battery, motor and software designed and built in India and come with a lifetime warranty on the motor and battery. The company currently retails through 80+ outlets across 60+ cities.
