The Mahindra Electric e2o plus city smart, the electric car from the firm, seems to have taken a determined move to appeal to women, and city-based audiences. While the latter is a predictable move due to infrastructural constraints with charging and the firm’sown network beyond urban centres currently, the move to go with its appeal to women is certainly a novelty.
For context, it’s pretty uncommon to pitch to women as car consumers, though featuring them in ads is obviously much more common, in fact, at times beyond what many would consider necessary. IN fact, direct pitches to women have been more common in the two-wheeler category, ever since the advent of gearless scooters and electric start vehicles. Even in this case, perhaps calling it a pitch to women is stretching it, as you will see in the episode, as the focus is more on showcasing features that will appeal to everyone really. But to come back to the promo in question, this is a partnership the electric car maker has stuck with Delhipedia, a social media influencer.
In a series called Heels & Wheels, 4 smart women (including the anchor), take you on a tour of their favourite places in Delhi, using the opportunity to showcase the e2o plus and its many features. While its early days yet, the move is an interesting turn by Mahindra Electric to ‘connect’ better with audiences, and try and dispel some of the misconceptions, besides highlighting some of the car’s unique features.
For the record, features are present aplenty in the car, beyond the obvious joy you should get from the zero emissions (no tailpipe!), easy charging, a truly smart app that does a lot of heavy lifting including tapping into emergency reserves of power, besides ‘regenerative’ brakes, or brakes that actually charge the car a bit everytime they are used and more.