Brands
TCS releases global e-mobility 2025 study; preference shifting toward electric vehicles
MUMBAI: It’s an electrifying report which tells us so much about consumer attitudes towards electric vehicles (EVs). Tata Consultancy Services (TCS) Future-Ready eMobility Study 2025 is filled with info nuggets to help those in the EV ecosystem to take some tips from it.
The study, conducted across 18 countries and 1,300 respondents, explores consumer preferences, industry challenges, and the roadmap to sustainable mobility.
Key Findings:
* Consumer adoption: 64 per cent of global respondents are likely or very likely to choose an EV for their next vehicle. Younger demographics (18–35 years) show the strongest interest.
* Barriers to rowth: Charging infrastructure, cost, and range anxiety remain significant hurdles, with 74 per cent of manufacturers citing infrastructure as the biggest obstacle.
* Budget constraints: Most consumers are willing to spend up to $40,000 on an EV, reflecting concerns about affordability. Only five per cent are open to paying a premium compared to internal combustion engine (ICE) vehicles.
* Sustainability and costs: 63 per cent of EV influencers cite environmental sustainability as the primary motivation for adoption, while fleet adopters prioritise operational cost reductions.
* Technological advances: Battery technology improvements are identified by 90 per cent of manufacturers as critical for enhancing range and charging speed. However, 70 per cent anticipate breakthroughs to take two to three years or more.
Regional Insights:
* U.S. consumers lead in EV interest, with 72 per cent likely to consider an EV, compared to 31 per cent in Japan.
* Hybrid EVs (HEVs) are emerging as a transitional preference, especially among older demographics.
Industry
Challenges and Strategies:
* Collaboration needs: Significant consolidation is expected among EV charging infrastructure companies, driven by scaling challenges. Partnerships with retail, government, and energy sectors are critical.
* Environmental concerns: While EVs are seen as pivotal for sustainability, nearly 48 per cent of influencers believe their environmental impact is neutral, citing concerns over battery production and disposal.
* R&D investments: Manufacturers are heavily investing in affordability and battery technology, with a focus on reducing costs and enhancing vehicle performance.
TCS president of manufacturing Anupam Singh said:“The EV industry is at a crossroads, navigating complexities while maintaining momentum. TCS is committed to leveraging AI and generative AI to drive smarter decision-making and sustainable transportation.”
The report underscores that while EV adoption is accelerating, overcoming infrastructure and technological barriers will require collaborative innovation and systemic changes.
(Picture courtesy: TCS Future-Ready eMobility Study 2025 )
Brands
Centrum taps into daily fatigue with new Har Din Ko Kar Recharge campaign
New film highlights how a quick nutrient boost can turn everyday tiredness into energy
MUMBAI: In a bid to connect with India’s always-on lifestyle, Centrum has rolled out a new campaign titled ‘Har Din Ko Kar Recharge’, spotlighting the everyday struggle with fatigue and the need for simple, accessible wellness solutions.
The campaign, launched by Haleon, promotes Centrum Recharge, an effervescent energy drink mix designed to replenish essential micronutrients lost during daily activity. Priced at Rs 10 per sachet, the product combines Vitamin C, Vitamin B12, Magnesium, and Zinc to support energy, hydration, and immunity in a convenient format.
At the heart of the campaign is a light-hearted film that brings a relatable slice of life to the screen. It follows a tired young man who is unexpectedly challenged to a street game by a child. Initially reluctant, he turns to a Centrum Recharge sachet, after which his energy visibly returns, allowing him to join in with enthusiasm. The narrative neatly ties into the brand’s core message that small nutritional boosts can make a big difference in daily vitality.
Speaking on the launch, Haleon ISC head wellness & OTC Deepali Agarwal said the campaign aims to bring attention back to everyday energy and participation. She highlighted that modern routines often leave people feeling drained, and solutions like Centrum Recharge can help bridge nutritional gaps while encouraging a more active lifestyle.
The brand is also positioning the product as part of a larger push to democratise multivitamin consumption in India, especially at a time when micronutrient deficiencies remain widespread. With variants for both kids and adults and availability across retail, pharmacies, and quick commerce platforms, the company is betting on accessibility as a key growth driver.
The campaign will be amplified across digital and television platforms nationwide, supported by on-ground activations, sampling initiatives, and e-commerce visibility. As Centrum leans into the everyday energy conversation, its latest push makes a clear pitch. Staying energised, it suggests, might just be as simple as hitting refresh on your daily routine.
