Raahil Chopra
Oct 28, 2010

Interface creates launch communication for Mahindra two wheelers

Brand ambassadors Aamir Khan and Kareena Kapoor have been used in the TVCs

Interface creates launch communication for Mahindra two wheelers

Interface Communications has created the launch campaign for Mahindra’s entry into the two wheeler sector with TVCs for the Stallio and the Rodeo. 

Two TVCs have been created for the Stallio in which Aamir Khan features. Both the TVCs show the features of the Stallio in a way that is communicated to the viewer in a simple and uncomplicated manner. The TVCs open with fellow bikers coming and talking to Aamir Khan and asking him about the stunts he can perform on the bike, to which he always responds in a negative, yet intelligent manner and sidelines dangerous behaviour and acts which are normally performed on motorcycles. The film ends with Khan saying, “Is vigyaapan mein mere dwaara kareyo scene ko aap aasani” (stunts in this commercial don’t need to be performed by experts and can be done by anyone). 

The TVC created for the Rodeo, features Kareena Kapoor as the brand ambassador. Kapoor’s association with the two-wheeler was previously seen in the movie 3 Idiots where she was seen riding the Rodeo. In the film, Kapoor is shown with her boyfriend, who owns a Rodeo, as a college student who has her eyes on the Rodeo and constantly tries to ‘bribe’ her boyfriend in order to ride the bike. She’s seen luring her boyfriend by offering to do his chemistry home work, not taking him out to shop and also giving him the freedom to stare at other women, the last of which works with her boyfriend agreeing to let her ride. After this he realises his mistake and is seen pleading to Kapoor to gain control of the Rodeo again.

Commenting on the campaign, Devendra Shinde, vice president, marketing, Mahindra 2 Wheeler, said, “Mahindra has been a late entrant in the two wheeler segment, so to make up for that we needed to break the clutter not only with our product, but also with out communication.  Our product breaks the clutter as it’s the first scooter with a digital meter and a plug which allows users to plug in their mp3 players. In our communication for the Rodeo, we wanted to be young and happening and that’s what we have put out in our communication. For the Stallio too, we have shown the unique design of the LED tail lamps and pilot lamps.”

On their choice of brand ambassadors, Shinde, said, “For the Rodeo we wanted someone young, energetic and vivacious and so we appointed the number one diva in Kareena Kapoor. Her previous association with it helped, as she had rode the Rodeo in 3 Idiots too.”
“To break the clutter in the motorcycle segment, we chose Aamir Khan as our brand ambassador because he is a perfectionist who looks to challenge convention just like our motorcycles”, added Shinde.

To support the television communication, Mahindra has also used the print, outdoor and digital media.

Credits

Creative Agency: Interface Communications

National creative director: Robby Mathew

Director: Sujit Sarkar

Shoot: Pune

Production / Post Production – Rising Sun

Source:
Campaign India