Parikshit AgrawalSahil Avi KapoorMICA, Ahmedabad

GENESIS

The idea is to manifest the environmental benefits of Mahindra e2o electric car through non conventional and inexpensive intellectual property. The target audience of an electric car consists of financially sound and environmentally conscious people. Our campaign is an effort to make these people notice the ecological benefits and reduction in their personal carbon footprints by choosing to drive the EV e2o. The immediate objective of the campaign shall be to catch eyeballs and drive social media conversation currency through innovative and disruptive imagery at places frequented by them, but where they least expect it.

IMAGERYThe black footprints stand for the pollution and environmental degradation caused by fossil fuel.

Disappearing footprints inside the green outline of the Reva signifies the reduction in carbon footprints that shall appeal to the environmentally conscious.

The Reva’s outline shall also reinforce the shape of the Reva and create a familiar brand imagery and impression in the subconscious

The multiple, recurring plug points will drive home the ease of refueling on the go!

Delhi - NCR• Upscale malls like Ambience,

Citywalk, Promenade• Major office complexes in

Cyber City • Major Metro Stations like

Rajiv Chowk, HUDA City Centre and Cashmere Gate

• Airport Terminal 1D and 3• Delhi Gymkhana, Punjabi Bag

Club and Gurgaon Golf Course

• Markets like Khan Market, Connaught Place

Mumbai• Upscale malls like Phoenix,

Orbit • Major office complexes

like BKC• Major local train stations

like Bandar, Dada and Parle

• Airport Terminal 2• Mahalaxmi Racecourse• Markets like Colaba

Causeway, Carter Road and Linking Road

TARGET

Plug point stickers, experience zones and

sidewalk art will be installed at multiple touch-points

across Tier 1 and Tier 2 cities.

Below is an example of ideal locations in Mumbai and

Delhi – NCR.

AUDIENCE

Estimated Physical Reach: 20,00,000Estimated Retweets: 1,00,000New Facebook Likes: 2,00,000

Financial AnalysisMarketing collateral in the form of paint, stickers and pressure

sensitive floor films should not cost more than INR 5 lakh per city. A 100 member strong field force per city working overnight across

the communication touchpoints so as to ensure a coherent activation shall incur a cost of INR 1 lakh.