Mahindra to spend Rs 50cr on Thar relaunch advertising; picks The Womb as creative agency

The Womb to handle overall creative mandate and strategy for the launch of Mahindra Thar 2020

e4m by Misbaah Mansuri
Updated: Nov 14, 2019 9:08 AM

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Automobile maker Mahindra & Mahindra will be spending Rs 50 crore in advertising for the Mahindra Thar relaunch and has appointed independent agency The Womb as the creative agency for the same, highly placed sources have shared with exchange4media.

The independent agency will partner the brand through the highly anticipated launch of Mahindra Thar 2020 and will be handling the overall creative mandate and strategy.

exchange4media reached out to Mahindra & Mahindra and The Womb but did not get a response until the time of filing this copy.

The upcoming 2020 Mahindra Thar is expected to make a global debut at the Auto Expo 2020 in New Delhi. The next generation off-roader was recently spotted in the country with new features like a set of alloy wheels and LED tail lamps. The 2020 Mahindra Thar also seems to be bigger, more feature-packed than its predecessor. The new-gen Mahindra Thar is expected to be based on a new platform, to comply with upcoming safety and emission norms.

The launch date is expected to be around March 2020. It will priced at around Rs 9.5 to Rs 10.5 lakh.

While the auto sector is going through a slowdown, in Q2 FY20 Mahindra & Mahindra (M&M) posted a standalone net sales of Rs 11,076 crore (down 14.7% YoY), tracking automotive and tractor segment volume declines of 20.6% YoY and 8% YoY, respectively. The consequent standalone PAT at Rs 1,213 crore (down 26.5% YoY) was aided by a jump in other income (Rs 605 crore received as dividends).

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