Cheil X has launched the second phase of its ‘EV Sahi Hai’ campaign for JSW MG, aimed at addressing myths and concerns around electric vehicles (EVs). The campaign features actors Varun Sharma and Pulkit Samrat, known for their roles in the film Fukrey, and includes a series of films using humour to convey the message.
The campaign’s latest phase highlights the spread of EV infrastructure across India, with over 29,000 charging stations reportedly in operation. The films have been shot in Dehradun and Rishikesh, and are being rolled out across television, digital platforms, and radio.
The first film focuses on unusual place names across India. Through a guessing game, the two actors draw attention to the availability of charging stations throughout the country.
The second film features a conversation between the two as Pulkit confidently drives an EV to Goa, while Varun expresses doubts about the vehicle’s range. The storyline addresses the issue of range anxiety, concluding with a reaffirmation of the campaign’s message: EV Sahi Hai.
Commenting on the campaign, Udit Malhotra, Head of Marketing, JSW MG Motor India, said, “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. Using humour as the underlying theme, this phase focuses on highlighting the growing charging infrastructure in the country.”
Amit Nandwani, National Creative Director, 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.
We hope the campaign will resonate with the viewers and help break down the barriers to EV adoption in an entertaining manner.”
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.”
