Debrief: Mahindra XUV500: Lacks the ‘wow’ factor

07 Mar,2013

By Anil Thakraney


Mahindra XUV500’s new ad is a classic case of noble intention backed by wanting execution. In short, operation successful, and you know the rest.


It’s a good idea, perfect for a rough terrain SUV. A group of friends, a bit bored with life, zip off on a wildlife safari in South Africa. The setting immediately allows the vehicle to demonstrate its ruggedness. And once you’ve cracked that, it’s now all left to the execution. As the jingle belts out a sweet melody, our friends, as expected, encounter some wildlife. Giraffes, rhinos, wilder beasts, ostriches, etc. They finally have a close encounter with a cheetah, the ad’s show stopper, so to speak.


Two problems with the execution. The jingle sucks, it’s slow and drab, makes you feel sleepy. When it should have been adventurous and uplifting, given the setting. They should have used one of those superb Zindagi Na Milegi Dobara songs, that would have worked nicely for pals on a long journey. The other problem is with the wildlife sighting. It’s either a cut-paste job, or the editing is poor. The encounters with animals don’t look real at all. An idea like this needed a ‘wow’ treatment; it should have had us on the edge, especially when the cheetah mounts the Mahindra XUV500’s bonnet. Because it looks like cinematic trickery, the TVC leaves you unmoved.


Sad, really. They ought to have pulled all stops to make this idea rock. Instead it remains at the average level.


Rating: (On a scale of 1-5): 2.5. Good idea. Deserved kickass execution.


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