Mahindra has launched a new advertising campaign starring Ajay Devgn. The campaign, which was conceptualized by FCB Interface, will be pushed through a variety of media, including television and internet channels. Mahindra has always thought that disruption and innovation are the best methods to provide a superior value proposition to our consumers as a challenger brand.
The guaranteed greatest mileage (or give back the truck) and guaranteed prompt service (or we pay compensation), according to Rajeev Malik, vice president and head of marketing – commercial vehicles, Mahindra & Mahindra Ltd, are manifestations of the brand’s attitude.
To win over skeptics and fence-sitters by exuding genuine confidence. Because sticking to ‘tried and true is too difficult in a category where buy triggers are governed by fear and uncertainty, the task of sticking to ‘tried and true is too great.
Ajay Devgn gives many takes of the maximum mileage claim on various Mahindra Truck models in the campaign film, only to be corrected by the filmmaker every time he tries to finish the sentence.
Towards the end of the movie, it is revealed that all Mahindra trucks come with a guarantee that they will provide you the best mileage in their class, or you may return the vehicle. The campaign pulls together both the brand (Anand Mahindra) and the brand ambassador (Ajay Devgn) to actively authenticate the claims made on behalf of their customers.
Joemon Thaliath, vice chairman and CEO of FCB Interface, stated that Mahindra’s intrinsic capacity to understand deep customer needs and provide need-based solutions through timely interventions is reaffirmed by the Mileage Guarantee throughout Mahindra’s range of trucks.
Since the BS3 period, Mahindra believes that its primary proposition– fuel efficiency– has become an essential element because of the sharp rise in fuel prices and disproportionate growth in freight rates. Mahindra has developed its most fuel-efficient vehicle range in the country, based on its extensive experience in CRDE and fuel smart technology.
A campaign that started with banter between Ajay Devgn and Anand Mahindra as a proposition too good to be true, shows the changing face of advertising where both the Brand and Brand Ambassadors are coming together to actively validate the claims they make for the benefit of their consumers. The campaign will be promoted across different media including TV and digital platforms.
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