RC&M experiential marketing makes it big for Mahindra & Mahindra

RC&M experiential marketing and tractor manufacturer Mahindra & Mahindra (FES) have come together for an on-ground activation initiative in Punjab that literally takes to the skies.

e4m by Pallavi Goorha Kashyup
Updated: May 25, 2010 6:22 PM
RC&M experiential marketing makes it big for Mahindra & Mahindra

RC&M experiential marketing and tractor manufacturer Mahindra & Mahindra (FES) have come together for an on-ground activation initiative in Punjab that literally takes to the skies.

Commenting on the activation, Priya Monga, Business Head, RC&M experiential marketing, said, “Mahindra & Mahindra want to promote the deluxe version of its tractor Arjun Ultra -1 DLX among its target audience in Punjab and hence, has decided to use a very innovative medium to create buzz in the market. The objective is to highlight features of the tractor such as its strength, high end technology, style and comfort.”

Speaking further on the initiative, Monga said, “As part of the activation exercise, an aircraft will be flying over small towns and villages carrying the brand message on a 19x120 ft banner to create a buzz among the farmers. The two-day activity will cover six districts of Punjab. The aircraft will fly at a height of 1,000 ft above the workplaces of the TG with the huge Mahindra banner flying in the sky. The same would be later implemented in Uttar Pradesh and Bihar as well. Other mediums like SMSes and radio are also being used to create noise around the campaign.”

“The entire exercise aims to give its target audience an indelible experience that induces high brand recall and immediately assumes consumer mind space. We are targeting the progressive affluent farmers and channel partners. We want to show the mammothness and strength of the Mahindra & Mahindra and believe that this activation will create great visual impact,” Monga added.

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube
Tags media