Gurugram, India — Cheil X and JSW MG Motor India have launched the second phase of their ‘EV Sahi Hai’ public awareness campaign, designed to dispel common myths and doubts surrounding electric vehicles (EV).
The new phase features actors Varun Sharma and Pulkit Samrat, and utilises humour to highlight the growth of EV charging infrastructure in India. The campaign will be broadcast across television, digital platforms, and radio.
The first of the two new films focused on the extensive charging network in India, including over 29,000 stations. The film also used a guessing game format to reinforce the message that charging stations can be found in a wide variety of locations across the country.
Moreover, the second film addressed public concerns about “range anxiety”, depicting a drive to Goa, during which the actors engage in a playful exchange to demonstrate that an EV can complete the journey.
Both films aim to reassure viewers and conclude with the message, “EV Sahi Hai.”
Udit Malhotra, JSW MG Motor India marketing head, shared, “Our journey with the ‘EV Sahi Hai’ campaign so far has been truly remarkable, marking a significant milestone in promoting electric mobility across India. As we enter second phase, we are excited to take this message to an even wider audience by collaborating with renowned celebrities whose voices and stories will resonate deeply with people from all walks of life.
Udit also underscored how using humour as the campaign’s underlying theme allowed the campaign’s phase to focus on highlighting the growing charging infrastructure in the country.
Amit Nandwani, national creative director at Cheil X, said: “In the second leg of our EV Sahi Hai campaign, we wanted to go beyond just presenting facts, and debunk myths around EVs in a fun and engaging manner. While the whole narrative is quirky and humorous, the genuine charm and relatable appeal of our celebrity protagonists has taken it to another level.
Amit hopes that the campaign will resonate to help break down EV barriers in an entertaining manner.
On the other hand, Kanika, vice president and head of operations at Cheil X Delhi, added: “Building on the authentic voices of our customers in phase one, we’re now turning up the fun with Varun Sharma and Pulkit Samrat for ‘EV Sahi Hai.’ Their infectious humor and universal appeal make them the perfect duo to deliver our message with a laugh, ensuring it resonates with every audience, everywhere.”The first of the two-part campaign showcased real-life EV owners’ stories, comprising ten testimonial films. While the final campaign employed humour, its first phase led with authenticity, underscoring the intention of transitioning to electric vehicles.
