A new brand campaign showcasing all of Mahindra Automotive's utility vehicles is currently getting clicked and shared in good measure on social media. The 'Live young, live free' campaign, which underlines Mahindra’s leadership in the utility vehicles segment, has been created by Interface Communications.
Robby Mathew, national creative director of the agency, explained that while there have been campaigns for the individual brands earlier, this is the first brand film for all Mahindra utility vehicles.
On the campaign idea, he said, "At one level, the communication task was to depict the omnipresence of Mahindra, being a market leader in the segment, so it's quite a 'scale' film. On an emotional level, the basic proposition was freedom. We all dream of going away from the things that hold us back, to do things that we have always wanted to do, and see places that we have been visiting in our minds for years. Mahindra’s rugged vehicles have the ability to take us away - to take us there - to set us free. Set against the backdrop of India’s humbling, awe inspiring landscape, the film is a call to action, an invitation to set yourself free."
On the creative execution, Mathew revealed that the film took three months to make, including pre-production. Directed by Prakash Varma of Nirvana Films, it's been shot in locales as diverse as Ladakh and Kerala. A heli-cam was used for the shot where the vehicles are shown making their way through foliage. The track is a fresh composition by Mikey.
A shorter edit of the two-minute film will be on air soon, and digital initiatives have been planned as part of the campaign.
Client: Mahindra Automotive
Chief marketing officer: Vivek Nayer
Creative agency: Interface communications
National creative director: Robby Mathew
Writer: Robby Mathew
Servicing: Joe Thaliath, Shireen Cama, Nandita Raye, Ashwin Dsouza,
Films: Alpa Jobalia, Ganesh Iyer
Production house: Nirvana Films
Director: Prakash Varma