HomePolicies & Regulations ›NITI Aayog Launches Shoonya Campaign to Accelerate EV Adoption in India

NITI Aayog Launches Shoonya Campaign to Accelerate EV Adoption in India

With an aim to boost electric vehicle (EVs) adoption in India, policy think tank NITI Aayog along with US-based Rocky Mountain Institute (RMI) and its Indian arm RMI India has launched a ‘Shoonya’ ad campaign.

January 27, 2022. By Manu Tayal

With an aim to boost electric vehicle (EVs) adoption in India, policy think tank NITI Aayog along with US-based Rocky Mountain Institute (RMI) and its Indian arm RMI India has launched a ‘Shoonya’ ad campaign.

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.”

Under this initiative, seventy-two corporate partners from e-commerce, ride-hailing, logistics and manufacturing ecosystems have been onboarded, to promote zero-pollution mobility across the nation.

The campaign is further aimed at promoting the use of EVs for deliveries and rides through a corporate branding program and EV awareness drive.

As part of 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.

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 Gigatons of carbon dioxide emissions, 230 kilotons of particulate matter, and Rs 60 lakh crore of fuel over the lifetime of vehicles sold until 2035.”

The brand 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 the adoption of EVs.

“Electric vehicles have zero tailpipe emissions and thus contribute towards reducing air pollution in our cities. The Shoonya initiative seeks to eliminate air pollution from commercial transportation in India and build demand for zero-emission vehicles. This campaign will enable a notable reduction in emissions from the transport sector and accelerate the country’s progress towards it’s net-zero goal,” said Akshima Ghate, Senior Principal, RMI India.
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