Raahil Chopra
Jun 08, 2011

Mahindra says 'Grow up to Verito' in its latest TVC

WATCH the TVC created by Interface here

Mahindra says 'Grow up to Verito' in its latest TVC

Interface has created a new TVC for the Mahindra Verito. The Verito was previously called the Mahindra Logan, when the partnership between Mahindra and Renault existed.
 
Watch the TVC (Story continues below)


 

 

The TVC for the Verito shows Jimmy Shergill driving into a parking lot in his Mahindra Verito along with a  female friend. His car joins the queue to enter the parking lot. A few youngsters are shown behind him sounding their car’s horn incessantly to make Shergill give them way to go ahead. Annoyed by this, Shergill gets out of the car and in a manner that portrays he could be attacking the youngsters, but instead shows signs of maturity by cracking a joke instead, which urges them to stop honking. The film ends with shots of the car.
 
Commenting on the brief received, Robby Mathew, national creative director, Interface, said, “Mahindra wanted to create a campaign aimed at building awareness towards road etiquette and responsible motoring, with the Verito as the central theme. Verito being a sensible, honest and dependable car embodied these very virtues. Through this, Mahindra aimed at getting people to sit back, think, and if required, change their behavior on the roads. The whole campaign aims at driving a positive change amongst the TG, in line with the Mahindra Rise philosophy.”
 
Commenting on the campaign, Vivek Nayer, senior vice president, marketing, Mahindra Automotive said, “The ad is driven by the key consumer insight of rise in indisciplined driving, irresponsible behaviour and absence of road etiquette sometimes leading to road rage, fights, etc. which are a major source of irritation and inconvenience on the streets. Maturity and a sensible way of dealing with this issue is the need of the hour on Indian roads today. Through this ad, we want to set people thinking and hopefully changing their behaviour on the roads. Thus, we are trying to be a driver of positive change in society – in a way that is relevant to our brand values of Verito. The idea is to urge people to exhibit maturity in an aspirational way –  hence the phrase “Grow Up”. At another level, we want small car / hatchback owners to upgrade (‘Grow Up’) to Verito.”
 
 
 
Credits
 
Client: Mahindra Automotive
Agency : Interface Creative Team
National creative director: Robby Mathew
 
Client Servicing :
Senior vice president : Shireen Cama
Account director:  Santosh Ramaswamy
Account executive: Manjusha Dhavan
 
Planning
 
Strategic planning director: Arthi Basak
Ground manager, account planning: Nahid Elavia

 

Source:
Campaign India