Mahindra & Mahindra (M&M) has added 43 new features to its flagship vehicle, Scorpio, and the auto major is ensuring maximum noise around the ‘all-new Scorpio’ in a phased marketing campaign. The campaign was kicked off with the print medium that broke on March 21, 2006 and by the third week of April, when the national roll-out of Scorpio would be completed, the television campaign will be released.
“Scorpio’s communications are known for their clutter breaking creative,” said Vivek Nayer, Senior GM, Marketing, Automative Sector, M&M. “The vindication of this lies in the fact that the recall Scorpio has is in the same margin as that of an ‘Innova’, where Aamir Khan was the brand ambassador. The television campaign this time, too, has something special for the viewers,” he added.
Nayer, however, did not divulge anything more on the TVC, saying that there was still time for the TVC to break. Explaining more on the strategy behind the phased media breaks across mediums, M&M’s Rajesh Jejurikar, said, “Scorpio in its new avatar will be unveiled in various cities – we began with Mumbai last week. As the campaign rolls out in the cities, the city centric advertising will commence, and by the time, we have unveiled the new Scorpio nationally, which is in the third week of April, the TVC will break.”
The creative partner continues to be Interface, while Lodestar Media is the media partner for the new campaign. M&M officials refused to divulge details of the ad spends. On the same lines when asked about the impact that M&M was expecting in the market share of the new Scorpio, Jejurikar said, “In the Rs 5 lakh plus segment, Scorpio in any case commands roughly about a 14 per cent share and is one of the top three brands, and this no small achievement. On what has been targeted internally, I can’t speak much.”
M&M has taken every step that it can to ensure that the promise of ‘all new’ is kept. An investment of Rs 32 crore has gone in the project and the new Scorpio has as many as 350 new parts. Speaking on the new Scorpio, Pawan Goenka, President, Automotive Sector, M&M, said, “It’s almost four years since we launched Scorpio, and the consumer is expecting something new. In addition to that, in the last few years, much has changed around the Indian consumer. We have looked at these changes in detail and then decided on what we wanted to alter about the Scorpio.”