Mahindra & Mahindra has come out with a new campaign titled ‘Kisi Se Kam Nahin’, for their range of two-wheelers-the Mahindra Gusto scooter and Mahindra Centuro motorcycle. The TVC has been conceptualised by Taproot Dentsu and it will be visible and amplified across all mediums, including television, print, digital, radio, cinema and on-ground. It uses retro-music with a modern twist to highlight the features of the two new two-wheelers. The campaign has been executed in five different languages and also with songs from these specific markets- Tamil, Telugu, Kannada, Malayalam and Bengali.
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Speaking about the campaign Sarosh Shetty, Vice President - Marketing, Mahindra Two Wheelers said, “There is one 60 second film which establishes the idea of the Mahindra Gusto scooter and Mahindra Centuro motorcycle and as an add on, there will be at least four different edited version of the film. The brief given to the agency was to showcase the pride of our owners, as they now enjoy the same privileges that, so far, have been the exclusive prerogative of car owners. It is a unique, enjoyable and highly engaging film. This will be our big priority for the next few months and we will keep amplifying it as much as possible.”
The film highlights the innovative features of the two wheelers such as height adjustable seats, remote flip keys, find-me lamps, anti-theft alarms and more. The campaign talks about the face-offs between two-wheeler owners and four-wheeler owners and highlights how even two-wheeler owners can feel proud of what they have.
Commenting on the insight behind the film, Agnello Dias, Chief Creative Officer, Taproot Dentsu said, "The thought for the campaign came from an insightful observation that 2-wheeler riders, more often than not, get second class treatment on the road compared to their car driving compatriots even though they travel the same roads, carry the same aspirations and burdens, as any other traveller. Mahindra’s product range levels the playing field by offering innovative features that have been present in cars, but have never been offered on two wheelers. The easy and light-hearted execution, uses popular music to depict a series of face-offs between car owners and Mahindra two wheeler riders, and makes the point in an effortless manner."
Speaking about the challenges while making the film he said, “There were numerous challenges and we had to balance things very delicately. The toughest of everything was to find a song, which fits best while highlighting a specific feature. Since we didn’t go for the dubbed versions, therefore finding popular songs in different languages was also a challenge.”