India – JSW MG Motor India has teamed up with Cheil X for a new campaign that seeks to boost consumer confidence in electric vehicles (EVs) by featuring testimonials from real owners.
Titled ‘EV Sahi Hai’, the campaign’s first phase comprises 10 consumer-led testimonial films, highlighting experiences from EV owners across varied backgrounds. The films present key benefits of EV ownership, including cost savings, reduced environmental impact, affordability, and driving performance, ending with the message, ‘EV Sahi Hai’.
Udit Malhotra, head of marketing at JSW MG Motor India, said, “JSW MG Motor India is among the first movers into the EV segment and has been at the forefront of creating a conducive ecosystem through innovative disruptions. Since then, we have traversed a long journey and now intend to proactively communicate the positive stories of EV ownership in India through the unique ‘EV Sahi Hai’ campaign.”
“This campaign highlights how the EV revolution boosted savings, reduced environmental impact, enhanced affordability, and delivered a superior driving experience. We are confident that this campaign will be a catalyst for expanding EV volumes and accelerating widespread adoption,” Malhotra added.
Modelled after the Association of Mutual Funds in India’s (AMFI) widely recognised ‘Mutual Fund Sahi Hai’ initiative, the campaign aims to encourage wider EV adoption across the country.
The focus on real owners is intended to lend authenticity, with each account underscoring the decision to transition to electric vehicles.
The films will run across digital platforms and television, with a second campaign phase scheduled for release soon.
Amit Nandwani, national creative director at Cheil X, said, “While most people agree that EV is the future, there are many misconceptions that stop them from buying one. To get more people to switch to EVs, we must remove these perception barriers. We believe there’s no stronger voice than that of real, satisfied customers to give a persuasive push to the fence-sitters. So, we decided to create a campaign that brings together unique experiences of EV owners from across India. We hope their stories will connect strongly with the viewers and reassure them about EV being the right choice.”
Kanika, vice president and head of operations at Cheil X Delhi, added, “At Cheil X, we believe in the power of authentic storytelling to drive meaningful change. The ‘EV Sahi Hai’ campaign for JSW MG Motor India is a testament to our commitment to crafting impactful narratives that resonate with consumers. By leveraging genuine consumer testimonials, we’ve created a campaign that not only dispels myths about electric vehicles but also inspires confidence and accelerates adoption. This is more than an advertising campaign—it’s a movement to shape the future of mobility.”
