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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. The brand film is available on all digital-led platforms. Conceptualised by Edelman India and RMI, the new ad 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 adoption of electric vehicles.

addition to the consumer awareness drive, the Shoonya campaign also incorporates a corporate branding program, through which deliveries, rides, associated vehicles, and infrastructure are branded with the Shoonya logo. The branding program has 72 corporate partners including leading e-commerce companies, ride-hailing companies, vehicle manufacturers, fleet aggregators, and charging infrastructure providers. The Shoonya website will soon host a resource toolkit that will guide potential EV customers with impact of their EVs and provides information required to procure electric vehicles, including a cost comparison calculator, India’s policy map and list of financing options.

Tax and Financial Benefits: Registration and road taxes for electric vehicles are lower than for petrol or diesel vehicles. The government offers a variety of incentives and initiatives at the state level as well. Improved Health of the Environment: Electric Vehicles produce 20 percent less CO2 than fossil-fuel vehicles. Cost Savings: Fleet transition to all-electric vehicles results in lower fuel and maintenance expenses. As a result, operating an electric vehicle has a very low annual cost. No Noise Pollution: Since there is no engine underneath the hood, EVs are capable of operating in silence. Challenges Under Shoonya Campaign and Adoption of EVs Lack of Technological Advancement: India lacks the technological capacity to manufacture the electronics, such as batteries, semiconductors, controllers, etc., that form the basis of the EV industry.

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.”

airnewsalertsNITI Aayog today hosted the first Shoonya Forum to commemorate the first anniversary of India’s zero pollution e-mobility campaign in Delhi. On the occasion, more than 25 Shoonya partners announced their commitment and pledged to accelerate India’s clean mobility story with Electric Vehicles to improve air quality for Indian citizens. A three-report series highlighting the economic opportunities that an indigenous battery industry presents for India was released during the event.

As electric vehicles revolutionize transportation, it’s vital that nobody is left behind. That’s why RMI is working in the United States, Africa, India, and the Caribbean to ensure that EVs are accessible to all. In India, the transport sector is the fastest growing source of carbon emissions. And tailpipe exhaust from gas- and dieselpowered vehicles are a leading cause of devastating health problems, from asthma, bronchitis, and pneumonia to lung cancer, strokes, and heart disease. Of the 20 most polluted cities in the world, 14 are in India. RMI and India’s governmental think tank, NITI Aayog, are changing that by promoting zeroemissions delivery vehicles through an innovative campaign: Shoonya.