Top Story

e4m_logo.png

Home >> Marketing >> Article

Mahindra MOJO launches new ‘Born for the Road’ marketing campaign

09-June-2016
Font Size   16
Share
Mahindra MOJO launches new ‘Born for the Road’ marketing campaign

Mahindra MOJO, the flagship 300cc tourer motorcycle of Mahindra Two Wheelers, debuted on social media today with a brand new and stylish advertising campaign called ‘Born for the Road’ (#BornForTheRoad) which promotes the tourer ethos of the MOJO while capturing the essence of the perfect road trip. This is the first of its kind film completely conceptualized and shot by Flying Cursor, their digital agency.

Through the new creative campaign that promotes the thrill of riding along with your ‘Tribe’, Mahindra Two Wheelers has aimed to capture the essence of the perfect road trip where the road is home and the co-bikers are brothers under the same roof – where ‘The journey is more important than the destination.’

To reinforce the touring connect, a re-versioned edition of the iconic blues track, ‘Got My Mojo Workin’ has been released as the official Mojo Tribe Anthem and is also the soundtrack of the advertisement. Flying Cursor, the agency in charge of Mojo’s digital mandate reworked the lyrics of the anthem to romanticise the Mojo and the love for riding. The campaign’s anthem is an embodiment of the touring mentality – with the refrain ‘I was born for the road’ capturing the core thought behind the campaign.

The MOJO is currently available in 34 outlets in 19 cities and is available in colours like Volcanic Red, Charcoal Black, Glacier White, and the brand–new Crimson Matte.

Speaking about the campaign, Naveen Malhotra, Sr. General Manager – Marketing and Product Planning, Mahindra Two Wheelers said, "Our highly impactful brand campaign for Mahindra Mojo has been created to generate high consumer awareness and promote the brand ethos. This ‘Born For The Road’ campaign brings alive the trademark features of the MOJO that are loved by our customers. The unique concept of promoting brotherhood in an engaging manner is sure to grab the attention of viewers. In our endeavour to reach out to a wider and younger audience, we have supported this new campaign by engaging various social media platforms through innovative initiatives like #BornForTheRoad and SpinTheKnife.”

Watch the video here:

The MOJO campaign is a 360 degree activation, which begins with the #BornForTheRoad initiative on digital, introduces this philosophy to the MOJO followers via social media platforms followed by the launch of the advertisement on TV. The campaign uses user generated content taken from existing MOJO owners (MOJO Tribe). Followed by a SpinTheKnife activity where the bikers spin a virtual knife on a map to figure out their next journey’s direction thereby effectively building the touring credentials of the MOJO. The campaign effectively establishes MOJO’s forefront position as a motorbike with long distance touring capabilities, for which it has been widely recognized since its launch in October.

Commenting on the thought process behind the new ad, Shormistha Mukherjee, Director & Co-Founder, Flying Cursor said, “At Flying Cursor, we’ve always been thrilled to work on MOJO. And our aim has been to bring alive the tourer proposition in the most authentic, most engaging way possible, and to capture almost every biker's dream of taking to the road, with his tribe - which is where ‘Born For The Road’ came from. In fact, we’ve always looked to create a connection with bikers that goes beyond the product, so if you look at the MOJO app or the film, they are different ways in which bikers can truly experience the joy of riding and the feeling of a community.”

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

With 17 partners and sponsors across categories, the scale of Tata Mumbai Marathon comes across as commendable as it has managed to clock 44,407 registrations and set prize money of US$405,000

In top five programmes of BARC week 2, Zee TV’s prime time shows Kundali Bhagya and Kumkum Bhagya grabbed the first two position with 12533 Impressions (000s) and 11275 Impressions (000s). The re-run...

According to Flurry’s “State of Mobile 2017” annual wrap-up report, Lifestyle and Gaming Apps categories are on a decline