Mahindra launches Blazo X with new campaign featuring Ajay Devgn

The TVC delivers the message that 'Only a Blazo can beat a Blazo' drawing a parallel with Ajay Devgn's personal quest for excellence and perfection

Blazo

If there’s one thing we want every time we buy something it’s that little extra. It’s the same with Indian transporters. They’re always looking for more value when it comes to trucks- extra mileage, extra comfort, extra saving. This is exactly what inspired Mahindra to come up with the new Mahindra Blazo X.

However, the challenge for Mahindra was a lot bigger. Mahindra had to exceed the expectations that the Blazo had set with its launch. After all, this was the truck that not only claimed more mileage than any other truck in the country but also backed that claim with an unparalleled mileage guarantee.

The Blazo delivered on its mileage guarantee in every way and not a single truck was returned. This put the Blazo miles ahead of any other truck in India. Now Mahindra’s engineers had to do even better. And that’s just what they just did with the Mahindra Blazo X.

Mahindra claims that this new truck actually gives more mileage than the Blazo itself, and this is what the new ad film had to bring alive. That too with the star power of none other than Ajay Devgn.

Speaking on the occasion, Robby Mathew, Chief Creative Officer, FCB Interface says, “The idea behind both the product and the film was this continuous quest for excellence. Mahindra came up with a truck that was even better than the Blazo and Ajay Devgn is known to be someone who always strives to raise the bar. So, it was a perfect match between man and machine.”

Adding to this, Rajeev Malik, Senior General Manager - Marketing, Mahindra Truck and Bus said, "With over 50% of transportation cost being fuel, the truck owners are very concerned about the mileage of their trucks. Mahindra BLAZO's disruptive Customer Value Proposition (CVP), "Get More Mileage or Give Truck Back", was very reassuring for them and set the cat amongst the pigeons in Commercial Vehicle industry. Blazo X, is the logical extension of this CVP, basically an endeavour to ring-fence our core proposition. The TVC showcases the tagline, 'Only a Blazo can beat a Blazo'  by drawing a parallel with Ajay Devgn's personal quest for excellence and perfection.”

Campaign video:

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