JSW MG Motor India is spearheading a complete class creation initiative with its “EV Sahi Hai” marketing campaign, positioning itself as a catalyst for electrical car adoption throughout the nation.
The automaker’s newest advertising push represents a strategic departure from product-focused promoting in the direction of nurturing the complete EV ecosystem, drawing inspiration from profitable category-building campaigns like AMFI’s mutual funds motion.
Udit Malhotra, head of promoting at JSW MG Motor India, reveals that the marketing campaign stems immediately from the corporate’s MG 2.0 roadmap, which prioritises New Power Automobiles following the model’s three way partnership with the JSW Group, fashioned in March 2024.
“Our focus could be on EVs, and we intend to turn into India’s primary OEM with regards to new power automobiles,” Malhotra states, outlining the model’s ambition to drive share of voice, share of thoughts, and class management.
The marketing campaign attracts strategic inspiration from AMFI’s class creation train that started in 2007 with Mutual Funds Sahi Hai, which efficiently constructed client consciousness and belief within the mutual funds class. Malhotra explains that the EV trade at present requires comparable class creation, growth, and nurturing initiatives to speed up mainstream adoption.
With roughly 80% of MG’s present portfolio comprising electrical automobiles, the model maintains a commanding 35% market share in India’s EV passenger car phase, behind solely Tata Motors who holds the market share of roughly 53% as per trade estimates. “Our endeavor is to turn into the primary EV participant in India,” Malhotra says.
Two-pronged inventive technique tackles client limitations
The EV Sahi Hai marketing campaign employs a bifurcated method addressing distinct client touchpoints and issues. The primary section leverages genuine buyer advocacy by “actual individuals, actual experiences”, that includes 10 current MG clients sharing real possession insights throughout route planning, charging infrastructure, and price financial savings advantages.
“We recruited current EV homeowners throughout the nation, acquired them to inform what they’ve skilled with EVs till now, and acquired them to inform what cash they’ve saved,” Malhotra explains, emphasising the authenticity-driven method that builds credibility by buyer testimonials reasonably than manufactured messaging.
The second section pivots to a humour-led technique that includes Bollywood actors Pulkit Samrat and Varun Sharma from the favored Fukrey franchise. This section particularly targets charging infrastructure anxieties by comedic situations that exhibit the ubiquity of charging stations throughout India, together with distant places resembling Goa, Lolpur, and Pimple Saudagar.
Addressing core client apprehensions
Malhotra identifies two main limitations inhibiting EV adoption in India: preliminary possession prices and vary nervousness stemming from charging infrastructure issues. The corporate addresses these by revolutionary enterprise fashions and technological options.
For preliminary possession prices, MG launched Battery as a Service (BaaS), making it “India’s first OEM to introduce BaaS.” This mannequin brings EV and ICE possession prices to parity, with Windsor priced at Rs 9.99 lakhs and shoppers paying Rs 3.9 per kilometre on a pay-as-you-go foundation. Equally, the Comet begins at Rs 4.99 lakhs and the ZS EV at Rs 13 lakhs underneath the BaaS mannequin.
Vary nervousness receives multifaceted therapy by infrastructure consciousness and technological assurance. The marketing campaign highlights India’s charging infrastructure progress from 6,000 stations in 2023 to over 29,000 charging stations as of August 2025, representing five-fold progress in accordance with PIB information.
Moreover, MG’s proprietary “E-Hub by MG” app has crossed one lakh downloads inside a yr of launch, providing route planning, charger location companies, real-time availability checking, and pre-booking performance for any EV consumer, no matter model affiliation.
To deal with battery longevity issues, MG affords a lifetime guarantee for first homeowners on merchandise like Windsor, making certain battery protection no matter possession length. The corporate additionally supplies a “360 Assured Buyback Plan” guaranteeing 60% car worth after three years for purchasers who go for the programme at buy.
The model positions its automobiles as “true to vary”, claiming real-world efficiency matches marketed specs, addressing one other widespread client concern about EV efficiency claims versus precise supply.
Media combine and concentrating on technique
The marketing campaign employs a complete media technique spanning tv, digital platforms, radio, and experiential activations. Given EV patrons’ educated, sustainability-focused profiles, the preliminary concentrating on focuses on decision-makers while increasing attain to homemakers, moms, kids, and Gen Z shoppers to drive class enlargement.
Inventive company Cheil X, with Nationwide Inventive Director Amit Nandwani main the marketing campaign growth, partnered with manufacturing home Purple Comet Movies and Collective Artists Community for expertise sourcing. The multi-phase method contains eventual mall activations and festive promotions that includes product shows and myth-busting initiatives at retail touchpoints.
Digital-first method and efficiency metrics
As a digital-first model, MG emphasises TV-plus methods for incremental attain while sustaining digital focus. Malhotra notes that efficient digital frequency has elevated from six exposures three years in the past to 8-12 exposures at present resulting from content material muddle proliferation.
The corporate prioritises hyper-local efficiency advertising primarily based on geography, latitude-longitude coordinates, and pin codes for mid-to-bottom funnel initiatives, driving retail attribution by exact concentrating on methods.
The marketing campaign extends past conventional promoting by the EV Sahi web site (evcsahi.com), functioning as a complete data base addressing possession queries. The platform covers technical points from battery performance to motor operations, journey planning instruments, and academic content material addressing widespread misconceptions.
“80, 85%, or 90% of the questions get answered,” Malhotra explains, describing the platform’s complete method to client schooling. The data base will increase progressively, incorporating AI-driven contextual responses to handle evolving client queries.
Model id evolution inside marketing campaign context
While sustaining its British heritage and “humanising tech” model essence, MG adapts its communication method particularly for class creation goals. In contrast to earlier campaigns that includes Benedict Cumberbatch and emphasising British luxurious positioning, “EV Sahi Hai” adopts contextually related Indian tonality to maximise attain and relatability.
Malhotra clarifies that this represents a campaign-specific strategic method reasonably than a everlasting model pivot: “This strategic method is restricted to this marketing campaign. You might not see Hindi-English or the selection of Indian actors for one more marketing campaign, however it’s particular to this marketing campaign and the method or the target that this marketing campaign intends to ship.”
Future class outlook and enlargement technique
Trying ahead, Malhotra anticipates continued class penetration pushed by technological maturation, making inexpensive EVs extra accessible. Authorities coverage assist and technological improvements throughout battery and powertrain growth will bolster general class progress.
The corporate’s enlargement technique focuses on holistic ecosystem growth reasonably than linear touchpoint enlargement, encompassing charging infrastructure growth, instructional initiatives, and revolutionary possession fashions to drive sustainable class progress.
By initiatives spanning from the MG Cost, an initiative by MG Motor India launched in 2022 to ascertain a widespread electrical car (EV) charging infrastructure, aiming to put in 1,000 AC quick chargers in residential communities and different places throughout India inside 1,000 days, to neighborhood charging initiatives and college-based EV schooling underneath “MG Nurture”, the model positions itself as a class steward dedicated to long-term market growth reasonably than short-term gross sales maximisation.
The marketing campaign represents a calculated 360-degree effort anticipating short-term advantages throughout the first yr and mid-term influence over three to 5 years, contingent on sustained class enlargement and client schooling initiatives.
Written with the View : afaqs
