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15th September 2022 (7 Topics)

Shoonya Campaign


NITI Aayog to commemorate the one-year anniversary of Shoonya, India’s zero pollution e-mobility campaign.


Shoonya Campaign:

  • The Shoonya campaign aims to improve air quality in India by accelerating the deployment of electric vehicles (EVs) for ride hailing and deliveries.
  • The Shoonya campaign brings together consumers and industry, to reduce emissions from the commercial passenger and urban freight sector by promoting EV adoption.
  • The campaign is administered by NITI Aayog and RMI in partnership with leading industry players.
  • The goal of the campaign is to raise awareness about EVs among consumers and recognise industry efforts through an integrated combination of corporate branding, impact assessment and consumer awareness.

The Shoonya campaign has three major components:

  1. Corporate Branding Programme
  • The corporate branding programme recognises efforts made by industry partners to promote vehicle electrification.
  • Under this programme, rides and deliveries carried out in EVs are branded with the Shoonya logo.
  • The EVs used for deliveries and ride-hailing carry a Shoonya sticker and drivers wear a Shoonya badge.
  1. Consumer Awareness Drive
    • A public-facing awareness drive is designed to highlight the health and environmental benefits of EV adoption.
    • The campaign seeks to build awareness and demand for zero-pollution rides and deliveries among consumers, solidifying Shoonya as a slogan across every household in India.
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      1. Resource Toolkit
      • The resource toolkit provides EV users with online tools to assess the costs and impact of electric vehicle adoption.
      • These toolkits include
        • an impact tracking dashboard that shares the progress and impact of the campaign to date
        • a calculator that shows a cost and emissions comparison between EVs and their petrol, diesel, and CNG counterparts
        • a list of financing resources and policy incentives to support EV procurement. 


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