Altigreen

Planning & Insights

Build a social media page that helps build a community of drive/owners and EV adopters
Educate about the Altigreen vehicles and its benefits to the environment as well as the owners
Use the page to highlight the stand out features of Altigreen such as its durability and fast charging
Maintain the industry standard in engagement rate and increase the number of followers to the page

Despite regular posting, the Altigreen page saw limited engagement from its audience.
The content lacked a localized approach to directly resonate with drivers and vehicle owners, the primary target audience.
The absence of campaigns, contests, and topical content reduced opportunities for audience interaction.
Bijli, the unique mascot of Altigreen was hardly seen in the communications, despite being a unique differentiator from competitors.
The page lacked visual appeal and real-life application of the vehicle.

We began by pinpointing the primary factors Altigreen could deliver to drivers, focusing on long-term financial benefits, the ability to cover extensive distances on a single charge, and flexible load-carrying options. These were to be the basis of our campaigns and post themes.
We also identified topicals that could be relevant to the page and out target group
The brand’s contribution towards positive change in the environment was also identified as an important theme to utilize.
In parallel, we shaped the persona for Bijli, Altigreen's unique mascot, to be the brand’s voice. Bijli was given characteristics that resonate with our target audience: wise, resourceful (“jugaadu”) and fun.Bijli wasn’t just a a heroic figure but as a trusted friend, always there to help and offer the best to drivers.

Building from the strategy, we launched several impactful campaigns.

The Zyada Ka Fayda campaign highlighted Altigreen’s standout benefits for drivers, such as increased earnings, significant savings, greater range, higher load capacity, and extended distance per charge.
To resonate with our audience across India, we used colloquial language tailored for both North and South Indian drivers, creating a relatable and approachable brand presence.
To engage the community's passion for cricket, we tapped into the IPL season with a contest. It attracted a reach of 330,124 and 340,735 impressions, along with an impressive 262 entries and 3,348 profile visits.
We also introduced the Bijli Comic Series, where Bijli shared witty advice to drivers facing common frustrations with diesel vehicles.
Topical content for important days across India were regularly tapped into