New Delhi, Sept. 3 -- Automakers are increasingly tapping influencer networks to promote electric vehicles, transforming a practice that began as sporadic invites to car launches into a new marketing mantra. As EV adoption falls below industry expectations, companies are betting that social media creators can do what traditional advertising hasn't-alleviate consumer anxieties and drive sales.

Companies are regularly entering into content collaborations, with influencers testing EVs in everyday and demanding situations, helping manufacturers set narratives on affordability and practicality. This comes at a time when India's push for 30% EV adoption by 2030 has slowed.

Pooja Asar, head of marketing at Tata Passenger Electric Mobility, sai...