Montra ElectricDiesel Ka TensionHow "diesel tension" became Montra's most-watched reel
A one-word theme, turned into a hooky storyboard for the Eviator, that crossed 2.2 million views, then went out in seven languages.
Montra Electric came to us with a theme: "Diesel Tension". The idea was to speak to what daily commercial drivers are actually living through: diesel and CNG prices climbing, supply running short, and fuel queues getting longer. Every one of those things eats into a driver's day and his earnings.
Our team took that single theme and built the whole story around it. We wrote a hooky storyboard: a daily driver worn down by the rising cost and the waiting, and his tech-aware friend who has already moved on to the future. The friend makes the case for the Montra Electric Eviator as the right truck for a driver in uncertain times: reliability, the longest range in its segment, easy serviceability, and a massive 7-year warranty on the battery.
We delivered the first cut, fine-tuned it on Montra's feedback, and handed it over. Montra didn't just post it. They boosted it. It is now the highest-viewed reel on their entire account, at around 2.2 million views as of this writing.
On the back of that, Montra came back and asked for regional-language variants of the same film. Our team delivered all of them in a matter of two to three days. It is a clear sign that the Montra Electric team already understands the power of hyperlocal content, and keeps leaning into it.
