Mahindra First Choice portrays pain point post free service, pitches honest car service

Mahindra First Choice Services (MFCS), a chain of multi-brand car service workshops, has rolled out its first TVC. The film has been conceptualised by The Lonely Cloud Consulting Company.

 

The film shows two scenarios where a car owner interacts with the service technician. The first is a free service scenario, where the customer aggressively demands that the technician should make sure he checks everything. When it comes to a paid service, the tables turn. The technician keeps insisting that he gets parts of the car checked, but the customer pleads with him to keep it minimal for the fear of having to pay a huge bill. A voice over introduces MFCS with the promise of honest advice and service and invites customers to Mahindra First Choice post their free service.

 

YVS Jivay Kumar, CEO, Mahindra First Choice Services, said, "We are delighted to announce that we have scaled our multi-brand organised service network to 100 workshops across 15 States with a robust spare parts and service supply chain. This campaign is to take the unique positioning of ‘Free ke baad First Choice’ – MFCS being the destination for car service post free service period."

 

Alok Kapoor, head – marketing and franchise development, Mahindra First Choice Services, said, "The campaign is based on the customer feedback received through various market research conducted in last three years. Set in a humorous undertone, the TVC brings out the key message which every car owner is familiar with – the pains and perils of getting your car serviced once the paid service period is over. The consumer gets the feeling of behaviour change and implied costs of car maintenance. The customer looks for honest advice and assured quality of service. With this campaign we hope that the customers will be able to relate to the concept which is straight out of a real-life situation."

 

Rajan L Narayan, founder and principal consultant, The Lonely Cloud Consulting Company, said, "We understood the concerns and saw an opportunity to create a humorous campaign addressing them. The TVC establishes a contrast between two scenarios, during free service period and paid service period – how the behaviour of the customer and service advisor (workshop) changes towards car maintenance. During free service period the customer is king, he has the upper hand, asking service advisors to do work which might not be required since there is no cost. The contrast is during the paid service, when the service advisor starts behaving like a king, and tries to oversell things which might not be required, thus creating a doubt in the mind of the customer."

 

Kapoor informed that the campaign, which broke post Republic Day (26 January), will run for a month.