Tesla Model Y — India Market Awareness Campaign 2024

Tesla India's pre-launch awareness campaign for the Model Y, designed to educate Indian consumers about the EV ownership experience ahead of the official retail launch. Executed across digital-first channels, the campaign produced 18 long-form YouTube reviews in Hindi and English, a series of 60 "Day in Life with Tesla" vlog-format videos from international Tesla owners (sourced specifically for their relevance to Indian urban driving conditions), and interactive OOH installations in three Tier 1 cities where passersby could experience Autopilot demonstration simulations. The campaign ran simultaneously with Tesla's engagement with Indian policy makers on charging infrastructure and generated 890,000 waitlist registrations for the Indian market within the campaign window. Independent automotive creators were commissioned for 12 regional-language video reviews adapted for YouTube's regional content markets in India.