NITI Aayog Introduces Shoonya Campaign for Faster Adoption of EVs

Shoonya aims at encouraging the use of electric vehicles (EVs) for deliveries and rides through a corporate branding program
  • Published On: 27/01/22
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NITI Aayog

News Highlights

  • 72 industry partners have been onboarded under this initiative
  • The Shoonya ad campaign was launched on January 25, 2022
  • The campaign ad film will be available on all digital-led platforms

NITI Aayog, in association with RMI and RMI India, has introduced the Shoonya ad campaign for faster adoption of electric vehicles in India. Over 70 corporate partners from e-commerce, ride-hailing, logistics and manufacturing ecosystems have joined the Shoonya initiative for the promotion of zero-pollution mobility across the nation. Shoonya aims at encouraging the use of electric vehicles (EVs) for deliveries and rides through a corporate branding program and EV awareness drive. The ad film will be available on all digital-led platforms.


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. Conceptualized 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. In 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.

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The Shoonya website will soon host a resource toolkit that will guide potential EV customers with the impact of their EVs and provide information required to procure electric vehicles, including a cost comparison calculator, India’s policy map and list of financing options. 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.”

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 Giga tons of carbon dioxide emissions, 230 kilo tons of particulate matter, and INR 60 lakh crore of fuel over the lifetime of vehicles sold until 2035."

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Mayank Gupta
Author Mayank Gupta

A mechanical engineering dropout by choice, Mayank has been in the auto journalism biz for the past 8 years. He is currently working as an Associate Editor at Droom Discovery and covering each and every aspect of the auto industry. He has worked with a plethora of renowned Auto brands in his illustrious career so far. Being a student of English Literature, his mantras of success are the Never-Say-Never attitude and self-confidence. Mayank likes to travel, read books and listen to music during his free time.

  • Published On: 27/01/22
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