Electric push: How and when EVs will be mass market in India

India is witnessing an increase in EV adoption and while category penetration is still slow, Dentsu's Vishal Nicholas knows how to get the country accelerating towards green mobility.

This article is part of a Spotlight series on green mobility in India. Read more

The last time the Indian two-wheeler market saw a fundamental change in technology was almost 30 years ago when the Hero Honda Splendor single-handedly transformed it from a two-stroke engine market into a four-stroke one. It was accompanied by an iconic advertising campaign – “Fill it, Shut It, Forget It” – that spoke to the amazing fuel economy of a four-stroke engine, a need that is deeply ingrained in the Indian consumer’s psyche.

Thirty years later, we are again seeing a...

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