Mahindra launched their much talked about global SUV, the XUV500, in September 2011. The car received more bookings than expected, leading to Mahindra closing bookings for the car soon after the launch. The XUV500's bookings have now reopened and Mahindra has launched their first ever TVC for the car.
The TVC opens with a shot of three men shown waiting for their food at a restaurant. The trio are discussing something until a plate of carrots is brought to their table. One of the men disapproves of the carrots being brought which leads to the others inquiring about the issue the man has with the vegetable. The man responds to their question by narrating an incident that recently happened with him. He goes on to explain that recently he was travelling in a jungle and he bumped into a group of women, who took off his clothes and placed him in a tub. He thought he was going to bathe with the women, but they started slicing carrots instead and wanted to make carrot soup out of him. The man escaped from the situation and lived on to tell the story with the help of XUV.
Commenting on the TVC, Robby Mathew, national creative director, Interface said, "The brief we got from Mahindra was to create a personality and brand idea for their great looking XUV500. The thought behind our TVC has been promoting experiences. People in today's world are into accumulating experiences and want more quality experiences and richer lives. Through the XUV, people will be able to live the rich experiences that were lacking earlier. People who travelled a lot around the world always have a new story which gave us the line, 'May your life be full of stories'."
On the plot, Mathew added, "The plot was a pure fantasy. From what began with the man thinking of various possibilities, ended with those women wanting to make carrot soup out of him."
On the brief given to Interface, Vivek Nayer, senior vice president, marketing, Automotive Division, M&M said, "The brief given to Interface was to create a clutter-breaking, world-class commercial which sets global benchmarks the way XUV500 has done. The objective of the film was to embody the very characteristics of the XUV500 – cool, stylish, sexy with a sense of adventure."
Nayer added, "The brand idea was that the XUV500 creates fascinating stories in your life and keeps you asking for more. It is based on the consumer insight that people are seeking new and interesting experiences in their lives that lead to exciting new discoveries. New experiences are the New wealth in today’s world; being rich is not about money alone."
To build engagement Mahindra is also running a contest for consumers on their website for the XUV500.
Credits:
Client: Mahindra
Agency: Interface
National creative director: Robby Mathew
Creative superwisor: Rakesh Menon
Group head: Vipul Salve
Art director: Suyash Redkar
Production house: Oh My God Productions
Producer: Hauvik Basu
Director: John Gwether
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