Ad Strat: Mahindra XUV500

27 Feb,2012

Robby Mathew, NCD, Interface

 

Name of the Campaign/Ad: Mahindra XUV500 Stories

 

The Brief:

Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea, the British humour. The ad, with its over-the-top plot, different narrative style, and lastly the action and setting tries to reflect this.

 

Research insights:

Actively seeking out new experiences is a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

The thought process behind the creative:

People who have travelled a lot, seen different places, done different things are interesting people. They have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to.

 

Hence the creative idea of stories. The tag line of the brand is not just a tagline but a wish/blessing: may your life be full of stories.

 

It is a wish that you live a very rich, very fulfilling life. A life so full and interesting that it is worthy of a story. And that is the life the brand wishes for you.

 

Media vehicles chosen: TV, press, digital, outdoor

 

Key issues kept in mind while executing the ad:

International production values, exotic location, never seen before car shots (unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film – ‘edge of the seat’ treatment is how I will describe it.

 

Does the treatment do justice to the brief?

Yes, it does

 

What is the differentiating factor about the ad?

The plot, the treatment and the action.

 

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