Electric Scooter Launch, Dehradun

A Dehradun-based electric two-wheeler start-up was launching its first scooter built for hill roads — more torque on climbs, stronger regenerative braking on descents — and wanted the launch to prove that point. The audience was 280 people: dealers from Uttarakhand and Himachal, regional media, forty pre-booking customers invited for the first test rides, and the founders' own families. The product had been under wraps for eighteen months, and it had to stay that way until 11:30 am.

We designed the reveal around a hill-road film on a 32-foot LED wall that split open as the scooter rode through it onto the stage. Fabricators signed NDAs, and the scooter stayed covered and guarded through the build. The test track was the harder problem: the forecourt had a 6% ramp we turned into a climb section, but late-September showers were still arriving most afternoons, so the track was laid with anti-skid matting and a covered ride-out.

The reveal landed at 11:32 am. Media interviews ran in a separate lounge while dealers moved to a product walkthrough, and the test track opened at 1 pm. It rained at 3:15; rides moved under the covered section for forty minutes and then restarted. By close, marshals had logged 212 test rides.