Storyboard18 | EV push and marketing shifts – how JSW MG Motor and B2B leaders are tackling consumer trust

As India accelerates towards an electric future, carmakers and marketers alike are grappling with the challenge of building consumer trust. For JSW MG Motor, the priority is to dispel myths surrounding electric vehicles (EVs).Meanwhile, in the B2B space, marketing leaders from Google Cloud and LinkedIn argue that the role of chief marketing officers (CMOs) is being redefined in an era of heightened accountability.

JSW MG Motor’s EV Strategy

Despite steady growth in EV adoption, concerns around charging infrastructure, cost, and reliability persist. To counter this, JSW MG Motor has launched its “EV sahi hai” campaign, designed to address these issues through authentic customer experiences.Anurag Mehrotra, Managing Director of JSW MG Motor, said, “The EV as a category is about 2.5% of the total passenger vehicle industry… Today it stands at about 5%. We believe that by 2030 it should reach around 15%.”

To reduce consumer hesitation, the company has introduced models offering a 400–450 km range, lifetime battery warranties for first owners, and a “battery as a service” plan to lower upfront costs. The campaign highlights genuine customer stories on savings and long-distance journeys to lend credibility.

“Instead of starting with stars, we will start with real people, real experiences,” Mehrotra added.

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Redefining the Role of CMOs

The theme of trust resonates equally strongly in B2B marketing. Krishnan Chatterjee, Head of Marketing at Google Cloud India, argued that marketing must shift from being seen as a cost centre to a growth driver.

“If you’re in the top half, you’re driving growth… if you’re in the bottom half, you’re driving cost,” he explained.

He emphasised that 90% of incremental revenue typically comes from existing customers, yet the bulk of marketing spend continues to target new ones.

“Unless you start significantly impacting that existing 90% increment, you will face questions,” he said.

Sachin Sharma, Head of LinkedIn Marketing Solutions India, pointed to macroeconomic pressures, evolving buyer behaviour, and the rise of AI-driven solutions as pressing challenges. He identified three key barriers for marketers: the difficulty of attributing results, weak industry benchmarks, and fragmented data sets — all of which make it harder to demonstrate value to CEOs and CFOs.

For more, watch the accompanying video.