Effectiveness of Unconventional Marketing Strategies for Electric Buses in Hyderabad

Abstract

Hyderabad is leading the way with large-scale adoption of electric buses in India. Yet, efforts like these only chip away at the problem, as public awareness and adoption of these services still prove a tough nut to crack, even when public subsidies and intercity environmental incentives work in their favour. In this research, we assess the effectiveness of four alternative marketing strategies (influencer marketing, experiential marketing, corporate cross-promotion, and digital storytelling) on the adoption of electric buses. The analysis of 500 respondents finds that experiential marketing (i.e., free trial rides) and corporate partnerships are most influential in driving adoption. It is also noteworthy that campaigns driven by influencers had a major impact on younger commuters (aged 18-35 years). Price graphs of e-buses across different states of India Source: e-bus laid the foundation in Hyderabad for deeper engagement towards faster acceptance of e-buses in Hyderabad. These campaigns like level 2 transit can be utilised for larger and wider audience catchment by finding RTO office or corporate transport partnerships for having all available e-Bus options together and attract greater public attention.

Keywords: Electric Buses, Sustainable Public Transport, Unconventional Marketing, Hyderabad, Influencer Marketing, Experiential Marketing, Corporate Partnerships, Public Awareness, Green Mobility

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