Brand
OPG MOBILITY
#EVeryMoveMatters
Okaya EV had spent 4 decades building one of India's most trusted names in batteries and power electronics. But with the EV market moving fast, rebranding from a battery brand to OPG Mobility was a declaration for building for the road ahead.
At India's biggest automotive stage, Bharat Mobility Global Expo 2025, the requirement was to:
Introduce a new brand
Launched a new product, Ferrato DEFY 22, an electric scooter priced at Rs. 99,999, built specifically for Indian roads, Indian weather, and Indian riders.
Campaign gallery
The idea
The EV conversation in India had a perception problem that it's premium and complicated. OPG's answer was to reframe the entire category. Every move towards sustainability counts, whether it is a company rebranding around clean mobility or a daily commuter switching from petrol to electric. The DEFY 22 was proof that this future is accessible and already here.
#EVeryMoveMatters.
The campaign used the double meaning deliberately. Every EV move matters for the planet. And every move OPG made, from the rebrand to the product launch to the media strategy, was a step in that direction.
Execution
The Bharat Mobility Global Expo 2025 was the launchpad. We made sure every angle of story was covered, from brand transformation and product reveal to the larger narrative around accessible clean mobility.
The rebranding story ran through media channels that matter in auto and business space, framing company's move from legacy battery expert to a full-scale, design-led electric mobility brand.
Publications from Economic Times and ET Auto to Autocar, DriveSpark, Social Samosa, Rajasthan Patrika, Dainik Bhaskar, and United News of India covered the rebrand across English, Hindi, and regional language media.
For DEFY 22, our approach was to let product do the talking across every format. Launch releases detailed the specs. Demo coverage gave journalists and influencers time with the bike. Influencer content, explainer videos, and pre-booking buzz on social media ran alongside traditional PR, creating a multi-platform moment around a single product.
OPG's leadership was positioned as voices of India's clean mobility future throughout. Anshul Gupta, Managing Director of OPG Mobility, featured in interviews on manufacturing scale, sustainability strategy, and brand's long-term roadmap, giving the rebrand a credible human face and reinforcing company's 45-acre, 1-million-unit-per-year production capacity.
Results
- 500+ media coverages across national, auto, tech, and regional publications, with zero negative coverage.
- 193 focused stories captured Okaya to OPG transformation
- 270 Ferrato DEFY 22 product features and reviews across auto and tech verticals.
- 60 electronic auto media shows featured DEFY 22. NDTV India, News Nation, Times Drive, and regional TV channels covered the launch, with the scooter's Rs 99,999 price point and 80 km range becoming the two most-repeated facts across coverage.
- With 80+ journalists on-ground spanning national, auto, tech, and regional publications at Bharat Mobility Global Expo.
- Pre-booking for DEFY 22 opened at Rs. 499 and generated strong traction on booking site and dealership enquiries within days of campaign going live.
500+
Media coverages
270
DEFY 22 features
80+
Journalists on-ground
