JSW MG Motor India has brought back its popular ‘EV Sahi Hai’ campaign with Bollywood’s beloved Fukrey duo, Varun Sharma and Pulkit Samrat. The second phase leverages humor to address persistent EV myths while highlighting India’s rapidly expanding charging infrastructure.
Table of Contents
Campaign Highlights at a Glance
| Element | Details |
|---|---|
| Celebrity Duo | Varun Sharma & Pulkit Samrat (Fukrey fame) |
| Agency | Cheil X |
| Key Message | India has 29,000+ charging stations |
| Shooting Locations | Dehradun & Rishikesh |
| Campaign Focus | Range anxiety & charging infrastructure |
| Distribution | TV, Digital, Radio |
Busting EV Myths with Bollywood Humor
The campaign features two engaging films shot in the picturesque cities of Dehradun and Rishikesh, addressing India’s most common EV concerns through relatable storytelling.
Film 1: Charging Infrastructure Reality The first film showcases quirky Indian place names while Pulkit and Varun engage in a fun guessing game, highlighting India’s expansive charging network with over 29,000 stations across the country. The message is clear: no matter where you go, you’ll find a charging station.
Film 2: Range Anxiety Solution The second film tackles range anxiety directly, with Pulkit confidently driving his EV while Varun expresses doubts about making it all the way to Goa. Through playful banter, the film demonstrates that modern EVs are perfectly capable of long-distance travel.
India’s EV Infrastructure: The Real Numbers
The campaign’s focus on India’s charging network reflects impressive ground reality:
- 29,000+ charging stations nationwide as highlighted in the campaign
- 15,000+ charging touchpoints in JSW MG’s network alone
- Strategic partnerships with Shell India for expanded coverage
- Unified charging platform through eHUB by MG app
Creative Strategy: Why Humor Works
According to Amit Nandwani, National Creative Director at Cheil X, the campaign goes “beyond just presenting facts” to debunk EV myths “in a fun and engaging manner”. This approach addresses a critical challenge: making EV adoption feel approachable rather than intimidating.
Why This Strategy Matters:
- Relatability: Fukrey stars resonate with middle-class audiences
- Trust Building: Humor reduces anxiety around new technology
- Memorable Messaging: Entertainment value increases recall
- Social Sharing: Funny content travels faster on digital platforms
Market Impact: Beyond Entertainment
The campaign aligns with JSW MG’s broader EV strategy, including:
- Free public charging for MG Windsor EV customers
- Lifetime battery warranty for first owners
- Community charging initiatives across tier-2 and tier-3 cities
- Educational content addressing EV misconceptions
As stated by Udit Malhotra, Head of Marketing at JSW MG Motor India, the campaign aims 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”.
Addressing Real Consumer Concerns
The campaign tackles genuine barriers to EV adoption:
Range Anxiety: With modern EVs like the MG ZS EV offering 400+ km range, long-distance travel anxiety is largely unfounded.
Charging Infrastructure: India’s rapid expansion in charging points makes EVs increasingly practical for daily use.
Cost Concerns: With government incentives and lower running costs, EVs are becoming financially attractive.
Industry Context: Marketing EV Adoption
JSW MG’s approach reflects broader industry efforts to normalize electric mobility. As documented by official government data, successful EV adoption requires both infrastructure development and public perception management.
The campaign’s success will likely influence how other automakers approach EV marketing, potentially leading to more humor-based, myth-busting initiatives across the industry.
Bottom Line: Entertainment Meets Education
The ‘EV Sahi Hai’ campaign demonstrates that effective EV marketing combines facts with entertainment. By using beloved Bollywood personalities and humor, JSW MG makes electric mobility feel accessible and exciting rather than complex and intimidating.
For more insights on EV marketing trends and charging infrastructure updates, explore our comprehensive coverage of India’s electric mobility revolution.
