India’s foremost planning body the NITI Ayog, has added over 70 corporate partners from e-commerce, ride-hailing, logistics and manufacturing ecosystems for its Shoonya campaign. A NITI Aayog, RMI and RMI India initiative to promote zero-pollution mobility across the nation.
The campaign aims to promote the use of electric vehicles (EVs) for deliveries and rides through a corporate branding program and EV awareness drive. The awareness drive, the Shoonya coalition launched an ad campaign on January 25, 2022, to highlight the air quality, environmental and cost benefits of EVs.
The brand film is available on all digital-led platforms.
It is Conceptualized by Edelman India and RMI, the
new ad film uses the analogy of the number Shoonya (Zero) to draw parallels between Aryabhatta’s gift to the world of mathematics and the ‘Shoonya’ initiative, which aims to accelerate adoption of electric vehicles.
The Shoonya campaign also incorporates a corporate branding program, through which deliveries, rides, associated vehicles, and infrastructure are branded with the Shoonya logo and the branding program has 72 corporate partners including leading e-commerce companies, ride-hailing companies, vehicle manufacturers, fleet aggregators, and charging infrastructure providers.
Sharing the idea behind the campaign, Randheer Singh, Director of Electric Mobility, NITI Aayog, said, “We are thrilled to announce the release of the Shoonya ad campaign. Our goal through this initiative is to promote awareness around the environmental, health, and economic benefits of electric vehicles. With this campaign, we are confident that corporates as well as consumers will rise to the challenge of pollution and take necessary steps to eliminate emissions from urban freight and passenger mobility.”
Commenting on the ad campaign launch, Clay Stranger, Managing Director, RMI, said, “Rapid adoption of clean energy technologies will unlock a host of benefits in India. We are pleased to work with NITI Aayog on the Shoonya campaign that encourages each of us to do our part to eliminate pollution from urban mobility solutions. If all of India’s rides and deliveries are served by zero pollution Shoonya vehicles, it will avoid 1.2 Giga tons of carbon dioxide emissions, 230 kilo tons of particulate matter, and INR 60 lakh crore of fuel over the lifetime of vehicles sold until 2035.”
