FCB Interface crafts latest campaign for Mahindra Blazo

Our new film highlights the fact that ‘not a single truck was returned’, says Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division

e4m by exchange4media Staff
Updated: Mar 6, 2017 9:32 AM
FCB Interface crafts latest campaign for Mahindra Blazo

As the next leg of the campaign that was launched in 2016, harping on the never-before guarantee: ‘Get more mileage or give the truck back’, Mahindra Blazo and Ajay Devgn are continuing the campaign communication in yet another dramatic manner. The campaign has been crafted by FCB Interface with another communication that underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise. The campaign is on air across leading television channels, supported by digital presence. 

The film opens dramatically with a shot that shows a pair of legs and the shadow they cast on the road. As the legs move, we see two trucks right behind and slowly it is revealed to be Ajay Devgn followed by two Mahindra Blazo trucks. As the film progresses, Devgn presents big facts about the Blazo and its FuelSmart CRDe engine and how it is living up to the guarantee that the company offers: Get more mileage or give the truck back. Delivered by Devgn in his own inimitable style, the film captures Mahindra’s confidence in its trucks in an emphatic manner.

Commenting on the communication, Devgn says, “Such a guarantee is a very big thing for a brand and if not a single truck has come back, then that says a lot.”

Joe Thaliath, Chief Executive Officer, FCB Interface, says “Our internal investigation has said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity and yes, Ajay Devgn continues to be our ‘Suthradhar’ as he has proven to be the best fit for the brand.”

Robby Mathew, Chief Creative Officer, FCB Interface, says “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer. Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of the brand presenter.” 

Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division, says, “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So, we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmartCRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”  


Campaign Summary:

Campaign Elements: TVC, Digital, POS

Client: Mahindra Truck & Bus

Creative Agency: FCB Interface

Creative Team: Robby Mathew, Sricharan

Account Management: Ruchita Purohit, Manoj Ramrakhiani, Priyadarshini Hada

Director (of the TVC): Aloke Shetty

Exécutive Producer: Namrata Vankudre

Production House: Rawshark Films

TVC Details: TVC & Digital film

Working title of film: MTB- Man & machine

Duration: 35 sec

Campaign breaks as of: March 1, 2017

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