BENGALURU: Mahindra Reva Electric Vehicles (Reva) will be launching a digital and print campaign ‘Goodbye Fuel, Hello Electric’ to drive home the message for a programme that enables an easy and simple ownership of its automatic electric car, the e2o. Since the company wants to target the major cities initially, radio campaigning is being mulled over as well, as in Bengaluru it has already used the medium.

“Since there is very little time left in this fiscal, we have not yet allotted anything specific for the campaign during this financial year,” said Reva Chief Executive Officer Chetan Maini. “For this year, the budgets may not be substantial,” added Maini.

Speaking at the launch of the programme in Bengaluru yesterday, Maini said, “Customers have greatly appreciated our automatic, connected and future ready e2o. Today by launching our ‘Goodbye Fuel, Hello Electric’ programme we have made it much more affordable to own an e2o. This first of its kind initiative, guarantees customers’ battery performance coupled with inflation proof running costs. We firmly believe this ownership experience will set a milestone in the way people perceive and own electric vehicles in the country.”

Creative duties for the Reva are handled by Strawberry Frog.