Award: CAMPAIGN CATEGORIES \ C15. Best Event Production

Electric vehicles in India were understood, but not desired. The category felt rational, predictable, and emotionally flat. With Mahindra entering the space, the ambition wasn’t just to launch new SUVs, it was to shatter cynicism and make electric aspirational.

“Scream Electric” fused Mahindra’s high-adrenaline Formula E DNA with its consumer vehicles through a bold ‘Race to Road’ narrative. Over two days, we transformed venues into immersive racetracks, brought global racing icons into the spotlight, and engineered a high-risk LED ramp spectacle that blurred the line between illusion and reality.

The result? 92M+ views, #1 and #2 Google Trends domination, 1,400+ media features, 2L+ launch-day website visits, and 93,689 bookings.

We didn’t just launch EVs. We made electric mobility impossible to ignore.