Top Story

e4m_logo.png

Home >> Advertising >> Article

Mahindra two-wheeler goes the retro way in its latest TVC

25-July-2015
Font Size   16
Mahindra two-wheeler goes the retro way in its latest TVC

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.

Click here to view the ad:

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.”

Tags Mahindra & Mahindra Sarosh Shetty Mahindra Centuro Motorcycle Taproot Dentsu Agnello Dias

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...