Debrief: Mahindra Xylo: Er, what just happened?

01 Mar,2012

By Anil Thakraney


The ‘happy feet’ gaadi Xylo has had a makeover of some sort. But because the communication is all muddled, one isn’t sure what really has changed. Is it a fresh coat of paint? Or new doors? Or perhaps they’ve upgraded the floor mats?


The TVC is completely bizarre. Atul Kasbekar, the ace photographer, is back with his leggy models. This time as they drive around in the Xylo, a bird drops crap on the wind screen, leaving our leggy models pretty aghast. The chivalrous Kasbekar takes the dirty Xylo to an automated car wash (do we have those in India?). The magical car wash doesn’t just clean the Xylo, it ‘redoes’ the entire car. It changes the doors, provides a new shade and perhaps overhauls the engine too. Wow! The very impressed leggy models then fondle the car’s exteriors, though I am sure Kasbekar would have wished they did that to his interiors. (Okay, just kidding!)


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It’s a disaster, really. A car wash centre that overhauls the entire car? It’s neither interesting nor funny. In fact, it suggests to you that the makeover is totally superficial. And the editing is so sloppy, everything simply flies by, nothing registers, you can’t really tell what exactly has changed out here. Gets worse. The confusion is further compounded as the leggy models and Mr Kasbekar fight for your attention. In the end, you are left with nothing. To be honest, after many exposures I didn’t know what hit me.


Rating: (On a scale of 1 to 5): 1. A good lesson on how to screw up communication.


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