Home grown commercial electric vehicle manufacturer Altigreen has released a new brand campaign titled, ‘Bijli Hoon Main” that weighs in on the power of electric mobility while highlighting its own range of electric three-wheelers.
The brand campaign has been executed by independent digital-first marketing firm Pinstorm. The company in a statement said that the brand campaign ‘Bijli Hoon Main’ introduces Altigreen’s mascot – an electric superhero who personifies the efficiency and power of electric mobility over vehicles powered by diesel, petrol and CNG.
The campaign was released strategically during the ICC Men’s T20 World Cup on HotStar – the official streaming partner for the tournament.
The mascot will continue to be featured in Altigreen’s brand communication.
Speaking about the brand campaign, Debashis Mitra Director Sales Service & Marketing, says, “With this campaign, we have tried to communicate to our customers in the 3W cargo industry the potential of electric mobility. Our focus is to show that EVs are as good as, if not better than, their ICE counterparts in price, and performance. We have explored creating our own brand ambassador as a personification of electricity (bijli) – one that says, “Bijli Hoon Main” with confidence. Of course, it’s a path that will take time and consistency to build but the larger idea was to have our own character that becomes synonymous with “electric-only” brand identity of Altigreen over time.”
The campaign shows an auto driver suddenly turning into a green man (probably its an green energy not a frog!) and delivering a boring dialog “baki gaye tel lene”. The ad looks completely weird and we are still figuring out if it could ever spell the magic that once “Humara Bajaj” did.