Mahindra Two Wheelers campaign displays its legacy in automobiles

Mahindra Two Wheelers, Mahindra Group, is out with a new campaign for its scooters portfolio which establishes how the scooter range takes ahead Mahindra’s legacy of providing powerful, reliable and stylish vehicles. It also marks Mahindra’s technical expertise in manufacturing advanced automobiles for the Indian consumer has been leveraged for its new scooter range.

To know more about the campaign and their marketing strategies, Adgully caught up with Sarosh Shetty, Vice President, Marketing, Mahindra Two Wheelers.

Mahindra has a rich legacy of manufacturing powerful, reliable and stylish vehicles designed specifically for the Indian consumer on tough Indian roads. Sharing the objective and thought behind the initiative he said, “Through this new campaign, we intend to showcase Mahindra’s automobile expertise that has gone behind the making of our new scooters and our commitment to continuing this legacy with the new scooters range. It drives home the message that behind every Mahindra scooter is the trust and reassurance of Mahindra.”

When asked about the promotion and advertising plans, Shetty told us that their intent is to communicate that Mahindra’s automobile technology expertise is transferred to their new range of scooters. Television, Print and Digital will be the media vehicles used to reach the consumers in addition to the showrooms.

Since Mahindra 2 Wheelers is committed to provide ‘Consumer Inspired Technology’, the philosophy is the cornerstone to product development and central to all the products in Mahindra Two Wheelers product portfolio, as told by Shetty. All the products in the company’s portfolio provide distinctive benefits to targeted customers and are sharply differentiated in the category. He says, “We will continue to introduce products targeted at distinct consumer segments.”

Shedding light on the plans ahead, he said, “Our intent is to be a leading player in the two wheeler category by being a Consumer Inspired Technology company. We will keep introducing products targeted at distinct consumer segments. Prices will be competitive and we will invest behind building our brands.”

The campaign which spans electronic, print and digital media was created by Interface Communications. “Interface Communications has rightly focused on bringing out the Mahindra group’s legacy of successful line of products – Bolero, Scorpio & XUV500 in Mahindra Scooters and the new TVC rightly shows that the Mahindra Scooters are part of Mahindra family with trust and reassurance,” Shetty concluded. 

Interface together with director Pradeep Sarkar has brought alive their intent that Mahindra’s automobile expertise is behind their new range of scooters.
Mahindra 2 Wheelers’ range of powerful 125cc scooters cater to distinct consumer segments. The Mahindra Duro DZ is positioned as a `ROMBA SOLID’, family scooter.

The new Mahindra Rodeo RZ with its very innovative, contemporary features is sure to enthuse young, modern couples. The Flyte is the Indian woman’s two-wheeler of choice.| By Aanchal Kohli [aanchal(at)adgully.com]

Campaign Credits:

• Ad agency is Interface

• Film is done by Apocalypso

• Directed by Pradeep Sarkar

• Agency Team- TVC: Shireen Cama, Govindrajan, Joydip