Mahindra Reva urges people to 'Ask', for e2o launch

WATCH the film created by StrawberryFrog

Mar 12, 2013 02:58:00 PM | Video | Campaign India Team

Mahindra Reva has launched a campaign themed 'Ask', for the launch of its new electric car, e2o. The ‘movement’ is based on the idea that when people ask questions, appropriate answers are provided, which help in the 'rise' of a country. The campaign has been created by StrawberryFrog. The car is slated for launch on 18 March.

A 90-second film has been created which will run on social media. The same will be adapted for TV post launch of the car. The film shows several people asking questions to which no one currently has answers. The film can be modified online through Facebook, whereby characters can be replaced by the viewers’ friends on the social network.

On the campaign for the e2o, B Karthik, corporate brand management, Mahindra & Mahindra, said, "All of humanity's progress and achievements can be traced to a question that someone has asked. Whether it's Newton with the Apple or Einstein with his relativity theory, it's all come about through a question. So we've joined this 'Ask' bandwagon which is out already."

He added, "This has been done for the launch of the e2o. We want to engage internal and external stakeholders in co-creating the future. India is becoming more assertive. We are willing to ask tough questions to people and are seeking action."

Pravin Shah, chief executive, automotive division, Mahindra and Mahindra, said, "At Mahindra, challenging conventional thinking in everything we do is a way of life. We have always encouraged people to ask questions because we believe that our ability to innovate and develop superior products and services is related to the questions we are asked - by our customers and our employees. With the 'Ask' movement, we hope to encourage people to constantly think of the questions that really matter and actually voice them, thereby paving the way for the creation of a better world.”

On the rationale behind the campaign, Chetan Mani, founder and chief of strategy and technology, Mahindra Reva Electric Vehicles, said, "Each human being has this innate curiousity and desire to drive positive change. At Mahindra Reva, asking questions is an intrinsic part of what we do. We have relentlessly questioned ourselves on what we can do to redefine the future of mobility in years to come. The Mahindra e2o electric vehicle is our first significant step in this direction."

Besides the film, a social media campaign will run urging people to ask questions. The best question among the entries will win a Mahindra e2o.