Mahindra Logan has launched an ad campaign with a new brand positioning strategy that focusses on two needs of Indian car consumers: mileage and space. Saatchi & Saatchi has conceptualised the campaign that also has a new tagline "Logan loves India".
Commenting on the new TVC, Vivek Nayer, senior vice president - marketing of automotive sector at Mahindra & Mahindra, said “In an effort to strike an emotional chord with the Indian consumer, we successfully exploited some insights which are very true and very relatable for every Indian and juxtaposed it with the two key benefits of space and mileagee that the Logan offers and which its customers readily testify to." This is the first campaign created for the Logan after the JV between Mahindra and Renault came to an end.
On the new TVC, Ramanuj Shashtry, chief creative officer, Saatchi & Saatchi India, said, "Both scenarios depicted in the films are quintessentially Indian; something that buyers will instinctively identify with."
The "Mileage" ad features a south Indian husband taking his wife all around the city to help her buy a new sari in his Logan without stopping even once at a fuel station, while the second TVC for "Space" is about a huge Punjabi family coming to see off their son at the airport in a Logan.
WATCH TVCs here
Chief creative officer: Ramanuj Shastry
Creative Director: Hanoz Mogrelia
Associate Creative Director (Copy): Mustafa Rangwala
Creative Group Head (Art): Samir Gokhale
Account Planning Director: Aditya Jaishankar
Production House: Whodunit