JSW MG Motor rolls out ‘EV Sahi Hai’ to drive trust in electric cars

New Delhi: Cheil X has launched an initiative for JSW MG Motor India titled ‘EV Sahi Hai’, which focuses on building consumer confidence in electric vehicles.

The first phase consists of 10 testimonial-based films featuring EV owners from varied backgrounds. Each video highlights the perceived advantages of EV ownership, including lower running costs, reduced environmental impact, affordability, and driving comfort, before ending with the message, ‘EV Sahi Hai’. The concept takes inspiration from the Association of Mutual Funds in India’s ‘Mutual Fund Sahi Hai’ films and seeks to encourage wider EV adoption.

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’ films. This film highlights how the EV revolution boosted savings, reduced environmental impact, enhanced affordability, and delivered a superior driving experience. We are confident that this film will be a catalyst for expanding EV volumes and accelerating widespread adoption.”

The films feature owners including Vishvendra Mehta, Abhishake Shukla, Dr Ravi Masand, Surabhi Shastry, Pradeep Dhankar, and Sai Datta. According to Amit Nandwani, National Creative Director at Cheil X,  “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 film 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’ films for JSW MG Motor India are a testament to our commitment to crafting impactful narratives that resonate with consumers. By leveraging genuine consumer testimonials, we’ve created a films that not only dispels myths about electric vehicles but also inspires confidence and accelerates adoption. This is more than an advertising film, it’s a movement to shape the future of mobility.”

The films will be promoted on digital platforms and television, with a second phase planned for release later this year.

The project was developed by Cheil X, led by CEO Jitender Dabas. The Delhi operations were headed by Vice President Kanika, with creative direction from Amit Nandwani. The creative team comprised Jitendra Kaushik, Devdas Nair, Nidhi Dwivedi and Neha Bagla. Account management was handled by Kunal Sharma, Priyanka Saini, Sukrit Saraswat, Shrey Gandhi, Pradeep Kumar and Eklavya Anand, while account planning was managed by Debopriyo Bhattacherjee and Shivani R.

Watch the films fims: