Maxxis Tyres launches #PaanchSaalBemisaal campaign

23 May,2019

By A Correspondent


Maxxis India, a sub-company of the Maxxis Group, the largest two-wheeler tyre manufacturer and one of the world’s fastest growing tyre companies, launched a digital campaign titled #PaanchSaalBemisaal. The campaign highlights Maxxis Tyres’ five-year unconditional warranty with first year free replacement.


Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign uses humour through a crisp story to establish the brand property connect with election theme at the forefront.


Commenting on the brand positioning through this campaign, Bing Lin Wu, Marketing Head, Maxxis Tyres said: “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first 5-year unconditional warranty with 1st year free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”


Said Himanshu Arya, CEO, Grapes Digital: “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer- if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadi nahin chalti, warranty par chalti hai” (Vehicles don’t run on promises, but only on warranty). Now, who can contest that?”



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