JSW MG Motor India has rolled out a campaign ‘EV Sahi Hai’, aimed at building consumer confidence in electric vehicles.

Conceptualised by Cheil X, the campaign consists of an ad film.

The campaign’s first leg presents 10 testimonial films featuring EV owners from diverse backgrounds, highlighting benefits like cost savings, lower environmental impact, affordability, and a superior drive, all reinforcing the message, 'EV Sahi Hai’.

What we think about it: By anchoring the narrative in genuine owner experiences, the film sidesteps the usual corporate pitch and builds trust through relatable proof points. While the authenticity is refreshing, the film risks blending into the testimonial-heavy category clutter unless future legs push the creative beyond straightforward endorsements.

Udit Malhotra, head of marketing, 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.”

Kanika, vice president and head of operations, 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.”

Amit Nandwani, national creative director, 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 the 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.”

The films will be rolled out across digital and TV platforms, with the second leg of the campaign set to launch soon.

CREDITS:

Client: JSW MG Motor India

Agency: Cheil X

CEO: Jitender Dabas

Vice president, head of operations, Cheil X Delhi: Kanika

National creative director, Cheil X: Amit Nandwani

Creative team: Jitendra Kaushik, Devdas Nair, Nidhi Dwivedi, Neha Bagla

Account management team: Kunal Sharma, Priyanka Saini, Sukrit Saraswat, Shrey Gandhi, Pradeep Kumar and Eklavya Anand

Account planning team: Debopriyo Bhattacherjee and Shivani R