Jaipur, August 2024.
Tata Passenger Electric Mobility Ltd. (TPEM), a subsidiary of Tata Motors Ltd. and the pioneer of India’s electric vehicle (EV) revolution, launched its #EasyToEV campaign – a myth busting campaign devised to educate customers and demystify several hearsays around EVs, fostering confidence among fence sitters and potential owners. This campaign was launched across platforms and was also showcased during the Tata IPL 2024 to capture a vast set of audience.
This campaign is an extension to the Tata.ev’s ‘go.ev’ series of videos launched during last year’s Tata IPL 2023, which addressed various reasons for adopting an EV. Aimed at empowering the next generation of EV buyers in India, this year’s #EasyToEV campaign tackles key barriers through a series of relatable, light-hearted vignettes, ensuring maximum impact and resonance. As a testament to innovation and the pursuit of a sustainable future, this campaign has sparked continuous conversations about EV adoption.
Leveraging the power of short but simple storytelling, the videos from the series tackle basic myths associated with EVs. The series starts with how EVs are the perfect partner for longer distances, beating the notion of range anxiety and through the course of multiple videos, myths like the following are dispelled:
| Myth | Busted |
| EVs take too long to charge | In just under a 20 minute charge, a Tata.ev can add over 100 km of range |
| The battery life of an EV only lasts as long as its warranty | The battery of an EV lasts beyond its warranty, just like any consumer electronic device like a smartphone or a tablet |
| EVs are expensive to own and maintain | Lesser parts in an EV leads to a lower cost of maintenance |
| EVs are expensive to buy | An EV saves over 4.2 Lakh over 5 years compared to a petrol powered vehicle |
| Not many people own an EV | There are more than 1.5 Lakh Tata.evs on the road and counting |
| There aren’t many charging stations in India | India currently has over 12,000 public charging stations |
| It’s dangerous to drive an EV during rain | The motor and battery of an EV is IP67 rated and is water proof and dust proof |
| Charging an EV is complicated | Charging an EV is hassle-free and can be easily charged at home |
In alignment with Tata.ev’s core pillars of community, technology and sustainability, this campaign epitomizes its commitment to democratizing EVs. By interacting and engaging with fence-hitters and naysayers, the #EasyToEV campaign highlights how ‘Life is easy, with an EV’.
Furthermore, this campaign is also catalyzing the next phase of growth for Tata.ev in India by boosting confidence amongst prospective buyers. From Metros to emerging markets, the EV segment is clearly witnessing a spurt of growth, with 90% year on year growth in FY 24. The company aims to leverage this opportune moment in India’s sustainable mobility journey to increase adoption of EVs in the country.
