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McCann Worldgroup bags branding mandate for GreenCell's shared e-mobility biz

GreenCell plans to unveil country’s first PAN India e-bus mobility brand early next year.

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Mumbai: E-mobility company GreenCell Mobility (GreenCell) has announced the appointment of global marketing services company McCann Worldgroup to manage the brand design & communication duties for its yet-to-be-launched B2C brand. McCann Worldgroup will manage the business from its Mumbai office.

The company recently announced its plans for an initial roll-out of 750 premium AC e-buses across key intercity routes in Southern, Northern & Western India as part of its B2C business foray.  

McCann Worldgroup has already initiated Immersion workshops with GreenCell leadership to articulate the core ethos and develop the brand strategy. In addition, the agency will build the brand’s strategic roadmap, manage its creative duties and launch the brand in the market.

“India is at the cusp of the e-mobility revolution, and we are collaborating with all stakeholders not only to incubate the ecosystem but to redefine the future of shared mobility in our country," said GreenCell Mobility MD & CEO Ashok Agarwal. "We are happy to partner with McCann Worldgroup on this ambitious mission and very confident of their insight-led creative thinking based on a deep understanding of customer behaviour. With this association, we are looking to build a truly admired & valued Shared e-Mobility services brand.”

GreenCell has already acquired major state transport undertaking contracts for 1,150 electric buses across 30 cities in India, stated the company. By transforming the shared surface transport market in India, GreenCell envisions to become one-of-the-most valued eMaaS (electric mobility as a service) platform globally.

“E-mobility is already beginning to transform our lives, and GreenCell’s introduction of large-scale mass transport solutions in this space will completely redefine the idea of road travel in India," said McCann Worldgroup Mumbai executive VP & head of Integration Himanshu Saxena. "We are extremely proud to be part of this journey of building this brand from its roots and are looking forward to creating a new benchmark of brand-building in this exciting new space.”

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