Mahindra ups style quotient in new Xylo TVC

Conceptualised by Interface Communications, the new TVC for Mahindra Xylo uses a carwash as a device that dramatises the makeover of the car

e4m by exchange4media Staff
Updated: Feb 24, 2012 7:43 AM
Mahindra ups style quotient in new Xylo TVC

Mahindra & Mahindra Ltd (M&M) has announced the launch of a new television commercial for the recently launched new-look Xylo. The new TVC continues with Xylo’s brand promise of ‘Time of your life’ and aims to give a whole new dimension to Xylo’s first makeover.

The communication task is primarily to focus on the makeover as well as highlight the changes in design and styling of the Xylo. The new film uses a carwash as a device that stimulates intrigue and dramatises the makeover of the car. The automated carwash not only washes the car, but gives it a makeover that changes its looks and appeal as well. Fashion photographer Atul Kasbekar continues as brand endorser as he moves around town with his glamorous long-legged models.

Speaking on the launch of the new campaign, Vivek Nayer, Senior Vice President - Marketing, Automotive Division, M&M Ltd, said, “The creative idea of using a carwash to depict a makeover reveals the stylish new Xylo in a fun and clutter breaking manner. And as before, fashion photographer Atul Kasbekar and his tall, leggy models add to the cool and trendy quotient. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase.”

Robby Mathew, National Creative Director, Interface Communications, the agency behind the TVC, added here, “Communicating the styling changes in a vehicle can become very literal and boring. Hence, the idea of a visit to a carwash, which cascades into a car makeover, thus revealing the stylish new Xylo.”

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