New campaign dares to highlight Mahindra SUV ‘masculinity’

03 Feb,2012

By Shubhangi Mehta


Mahindra’s new SUV Campaign, ‘Stories’ created by Interface Communications focuses on the ‘masculinity’ of Mahindra with an extreme but engaging story.


The campaign actively seeks out new experiences that become a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more, is what the campaign focuses on.


The media vehicles chosen for the same are TV, as of now, and going forward the campaign will also focus on press, digital and outdoor.


On being asked about the ‘bold’ avatar of the campaign, Mr Robby Mathew, NCD, Interface said: “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 and the British humour. The ad, with it’s over the top plot, different narrative style, and lastly the action and setting tries to reflect this”.


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The creative idea revolves around ‘interesting people’ who have stories to share.

People who have travelled lot, seen different places, done different things, in short are interesting people and 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.


In fact, the tag line of the brand is not just a tagline but a wish/blessing which says “may your life be full of stories”. It is a wish that you live a very rich, very fulfilling life. And that is the life the brand wishes for you.


Mr Matthew added: “International production values, exotic locations, 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 this campaign and this is what makes it different from others”.


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