NITI Aayog Promotes Electric Vehicle Adoption in Shoonya Campaign, Marketing & Advertising News, ET BrandEquity

NITI Aayog Encourages Adoption of Electric Vehicles in Shoonya Campaign

NITI Aayog, RMI and RMI India have partnered with over 70 companies to form the Shoonya Coalition. The initiative aims to promote zero pollution mobility across the country.

As part of the Shoonya initiative, an advertising campaign was launched to encourage the use of electric vehicles (EVs) for deliveries and trips. The advertising film highlights the environmental and economic advantages of electric vehicles. It was released on all digital platforms.

The campaign draws parallels between Aryabhatta’s Shoonya (zero) contributions to mathematics and the Shoonya initiative to push EV adoption. It was conceptualized by Edelman India and RMI.

As part of the campaign, a corporate branding program will be integrated, through which deliveries, routes, associated vehicles and infrastructure will be branded with the Shoonya logo, and the Shoonya website will guide potential customers. of EVs with the impact of their EVs.

Randheer Singh, Director of Electric Mobility, NITI Aayog, said, “We are delighted to announce the release of the Shoonya advertising campaign. Our goal through this initiative is to promote awareness of the environmental, health and economic benefits of electric vehicles. With this campaign, we are confident that businesses as well as consumers will rise to the pollution challenge and take the necessary steps to eliminate emissions from urban freight and passenger mobility.

Clay Stranger, Managing Director of RMI, said, “Rapid adoption of clean energy technologies will unlock a host of benefits in India. We are happy to work with NITI Aayog on the Shoonya campaign which encourages each of us to do our part to eliminate pollution from urban mobility solutions. If all journeys and deliveries in India are serviced by zero-pollution Shoonya vehicles, this will avoid 1.2 gigatonnes of carbon dioxide emissions, 230 kilotonnes of particulate matter and INR 60 lakh crore of fuel over the lifetime of the vehicles sold until 2035.”

Akshima Ghate, Senior Director of RMI India, said: “Electric vehicles emit zero tailpipe emissions and thus help reduce air pollution in our cities. The Shoonya initiative aims to eliminate air pollution from commercial transport in India and create demand for zero-emission vehicles. This campaign will enable a noticeable reduction in emissions from the transport sector and accelerate the country’s progress towards its net zero goal.

Watch the video here:


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