Mahindra starts the ‘Ask Movement’ to promote the e2o


Kaustubh Shinde,

They say sooner or later your passion finds you. Sometime in late 2009, I started writing for IAB and ever since then it has been a roller coaster ride for me. An amazing experience that has taught me a lot, taken me to new places, driven some great cars and met some amazing people. When you don’t find me on IAB (very rarely), you will find me either at a coffee shop or an eatery or at the nearest gadget store.

Hope you enjoy IAB as much as we do!

If you have been tracking the automotive industry closely, you would notice that Mahindra has not had a single personal vehicle launch fail in the past three years. A chief reason for their back-to-back success stories is their marketing machinery which is the best in the business.

[can’t see the video above? Head over to Youtube]

However, Mahindra’s marketing guys will face their toughest task yet convincing India about the e2o. Launching the first ever EV under the Mahindra brand is not going to be easy. They have to first define the market, then educate it to create the demand of electric vehicles.

Previous volumes of the Reva were limited to just 20-30 units a month in India. That gives you a fair idea of the demand for EVs in India. Such low volumes are definitely not sustainable for the e2o. Mahindra needs to put a few hundred units on the market every month for a start.

Thus, to promote the idea of being environmentally conscious, Mahindra has started the ‘ASK Movement’.

Basically, Mahindra wants to promote the idea of being socially active by encouraging the masses to challenge the status quo. If you are socially active, then you will be environmentally active as well. Once you start caring about the environment, you will take steps to preserve it (steps such as buying an EV).

The funda is pretty simple –

  • You go to their website and login with your Facebook ID
  • You ask a socially relevant question
  • You promote your question by sharing with your friends, making a video et al.
  • And the person will the most number of socially relevant questions stands a chance to win an e2o.

Pretty simple, eh?

The contest is now open and will close on the 17th of March, 2013 at 6 PM IST. Take your best shot!

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