The move towards sustainable mobility has increased the pressure on companies to combine environmental responsibility with innovation-led marketing concepts. In the dynamic context of Indian electric vehicles (EVs), sustainable marketing is more than symbolic posturing; it drives competitive advantage. This paper investigates the influence of sustainable and innovative marketing strategies on customer purchase intention, particularly regarding Tata Motors’ electric vehicle range. Data were collected from 150 urban consumers in India using a primary data collection method, and responses were measured using a structured questionnaire with a five-point Likert scale. The study evaluates four primary constructs: sustainability perception, innovation perception, brand trust, and purchase intention. Reliability testing (Cronbach’s alpha) was conducted to assess the instrument’s internal consistency, relevant descriptive statistics were reported, and Pearson correlation coefficients were calculated. The internal consistency of all subscales was high (α > 0.80). The correlation results show a positive and significant relationship between sustainability perception and purchase intention (r = 0.68, p < 0.01), innovation perception and purchase intention (r = 0.65, p < 0.01), and brand trust and purchase intention (r = 0.70, p < 0.01). Multiple regression analysis reveals that sustainability perception (β = 0.41, p < 0.001), innovation perception (β = 0.36, p < 0.001), and brand trust (β = 0.29, p < 0.001) are positive significant predictors of purchase intention, accounting for a total variance of 58% (R² = .58). The results validate that an ecological message only works if it is backed by technological innovation and strong brand credibility. This research confirms that Tata Motors’ advertising effectiveness depends on linking its environmental positioning to product innovation, digital engagement, and value-based communication. Nevertheless, the residual variance indicates that infrastructural barriers, price sensitivity, and perceived risk still affect EV adoption decisions. This study contributes to the sustainability literature by providing empirical results from a developing-country setting, providing guidance for marketers who strive to accelerate green product adoption through quantifiable, innovation-led sustainability initiatives rather than merely symbolic environmental statements.