Maxxis Tyres launches #PaanchSaalBemisaal campaign for the election season

Conceptualised by Grapes Digital, the month-long campaign started with teaser posts on April 22nd, followed by the hero video release on May 8th

by exchange4media Staff
Published - May 22, 2019 5:05 PM Updated: May 22, 2019 5:05 PM
Maxxis Tyres Paanch Saal Bemisaal

Maxxis India, a sub-company of Maxxis Group, the largest two-wheeler tyre manufacturer and one of the world’s fastest growing tyre companies, launched an innovative digital campaign titled #PaanchSaalBemisaal. The campaign highlights Maxxis Tyres’ unmatched 5-year unconditional warranty with 1styear free replacement.

Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign uses humor through a crisp story to establish the brand property connect with the election theme at the forefront. The month-long campaign started with teaser posts on April 22nd, followed by the hero video release on May 8th.

Commenting on the brand positioning through this campaign, Bing Lin Wu, Marketing Head, Maxxis Tyres said “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first 5-year unconditional warranty with 1styear free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”

The core theme of the campaign is weaved around the idea that most political parties make promises without any warranty, while Maxxis2-wheeler tyres come with an industry-best industry-best 5-year unconditional warranty with a 1st-year free replacement that offers customers a seamless and easy replacement service. This warranty is valid for five years from the date of manufacture. Another aspect that is unique to the policy is that it provides ‘free of cost’ tyre replacement covering both manufacturing and non-manufacturing defects, valid for the first year of purchase. Hence the tagline, ‘Pehlasaal, no sawaal, Paanchsaalbemisaal’.

Commenting on the campaign, Himanshu Arya CEO Grapes Digital said, “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer- if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadinahinchalti, warranty par chaltihai” (Vehicles don’t run on promises, but only on warranty). Now, who can contest that?”

The campaign also included a slogan writing contest, ‘Slogan Do, Warranty Lo’ that received a phenomenal response, with users sharing their own taglines, using the hashtag, #PaanchSaalBemisaal.

Within just a few days of its release, the video has already got over 3 million views across social media platforms.

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