Mahindra Powerpath
The Challenge
Efforts to drive sustainability in the global automotive industry is powered by electronic vehicle technology. However, in a country like India, sustainability is considered secondary as issues like poverty continue to plague several sections of the Indian society. Given this context, what does an automotive giant do to introduce its electric mobility solutions at the AutoExpo in New Delhi?
Efforts to drive sustainability in the global automotive industry is powered by electronic vehicle technology. However, in a country like India, sustainability is considered secondary as issues like poverty continue to plague several sections of the Indian society. Given this context, what does an automotive giant do to introduce its electric mobility solutions at the AutoExpo in New Delhi?
The Idea
We challenged ourselves to make sustainability a cause as much as one would care about poverty or illiteracy. Thus, was born the Powerpath. A piezoelectric mat that was carpeted around the Mahindra Stall and generated small amounts of electricity whenever any force was applied on the mat. For people who could not physically attend the Auto Expo but wanted to support the cause, we ran a digital activity, where with every interaction on social media, the Mahindra Group promised donating electricity for this campaign.
The electricity generated was pledged to Sarvahitey, an NGO that ran a network of night schools for children from low-income backgrounds who worked during the day to support their families.
Thus, the Powerpath became a beacon of hope, heralding a new era of electric mobility, while ensuring that sustainability is championed without distracting attention from issues that continue to grip India.
We challenged ourselves to make sustainability a cause as much as one would care about poverty or illiteracy. Thus, was born the Powerpath. A piezoelectric mat that was carpeted around the Mahindra Stall and generated small amounts of electricity whenever any force was applied on the mat. For people who could not physically attend the Auto Expo but wanted to support the cause, we ran a digital activity, where with every interaction on social media, the Mahindra Group promised donating electricity for this campaign.
The electricity generated was pledged to Sarvahitey, an NGO that ran a network of night schools for children from low-income backgrounds who worked during the day to support their families.
Thus, the Powerpath became a beacon of hope, heralding a new era of electric mobility, while ensuring that sustainability is championed without distracting attention from issues that continue to grip India.
My Role:
Ad Strategy & On-ground execution
Client:
Mahindra Automotive
Recognition
Effies 2018. Campaign of the year Positive Change: Environment
Online Support for the campaign
We developed social media posts to complement the on-ground campaign, extending awareness to those unable to visit the installation. Each retweet or share contributed to Mahindra's pledge to add electricity units to those generated on-site.
We developed social media posts to complement the on-ground campaign, extending awareness to those unable to visit the installation. Each retweet or share contributed to Mahindra's pledge to add electricity units to those generated on-site.
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