Mahindra Two-Wheelers has rolled out the first campaign for its 300-cc bike launched in October 2015, the Mojo. The campaign film, conceptualised by Flying Cursor, went live on digital channels on 23 May 2016.
Naveen Malhotra, senior GM – marketing and product planning, Mahindra Two Wheelers informs us that the film will be taken to television in three to four weeks, and tells us more about the marketing efforts undertaken for the manufacturer’s first tourer bike. Edited excerpts:
While the bike launched in October 2015, this is the first big campaign. What made this the ideal time and what has Mahindra done to market the bike prior?
For us it was very important to build the credibility and make people believe that this is a beautiful product. So route we took was different.
We began with riding ourselves. We felt the world would not believe that it is a true motorcycle enthusiasts’ product if the organisation does not believe in it. We started on a maker’s trail. We took the first ride from Pune to Pithampur (Madhya Pradesh). This was done in the first week of October just prior to the launch. Once we took the first ride, we took media on a ride. We didn’t do a normal media ride. We told them it’s the perfect tourer, the joy of riding needs to come out. We completely believed that this is the product for people who are ‘born for the road’ and ‘want to live on the road’. We said that the journalists who were with us need to believe in it. So we went on a 600 kilometre ride (Bengaluru-Coorg return).
Then, even in the way we went about selling the product we targeted true bikers. We went to bike communities and pre-sold the product and sold 100 even before it was launched. We made bikers experience it by creating rides on weekends. We got a great response from them.
We are not just about motorcycling. Motorcyclists love riding in a group. Right from the day we launched, we started communities. Mojo Tribe is our community. All the rides that happen through the community is called ‘Trails’.
Since the launch we have built on the tribe and trails. When it came to this film, we told the agency that these attributes that are very strong – the joy of riding, and the journey – needs to come out. It’s about people together and the nuances of riders, and a group of people that needs to be shown. We needed a sense of the Mojo Tribe. These are the people who are born for the road.
The film shows a three-day journey and it was shot in that time.
The focus is on digital? What other legs will the campaign have and till when will it run?
We will be going on TV on a later date, maybe in three to four weeks.
On digital, the film will be promoted across YouTube, Facebook and other social media. We’ll also be taking other networks and promoting digital extensively.
The same imagery is being taken forward on the website. The thought is not just to create awareness through this TVC but to further build engagement. We want to engage with the current customers and also set engagement with other potential customers. We also want user generated content.
From a campaign perspective, we are looking to carry it on for an entire year. The theme ‘BornForTheRoad’ will be built on through the year, with trails through the year.
What type of UGC are you looking at?
All the trails that happen are with customers. So, there will be UGC around them and linking it to the ‘BornForTheRoad’ thought. We’re inviting customers to write their own stories and post pictures to explain why they are born for the road. This is the way we want the entire ethos of the brand to sink in among the customers and the prospects.
We’ll also have digital contests asking people why they are born for the road.
What have been the sales of the bike so far and what are you expecting the campaign to take it to?
Before the campaign, we’ve had about 1,000 bookings. We haven’t put a number expected after this campaign. Even when we started selling, being a premium product for us, we wanted to first get our complete positioning and what we intend to achieve from this brand right.
So, we only sold from four cities (Benglauru, Delhi, Mumbai and Pune) to begin with. Then, last month we added 15 more cities. Now, we are present in 19.
Since it’s a new product, we haven’t put a number to the sales expected. We want the pull to come and we’ll scale up with it.
Will you be looking to add more cities? What’s the TG you are focused on?
We are consciously going to keep it premium and not available across all the outlets we have around the country.
If you look at the biking group, from a demographics perspective, it’s the 20-40 age group. But more than the demographics (of 20-40, SEC A), it’s about the psychographics.
We are looking at the guy who wants to live life. He wants to spend time with himself and is a wanderer. That’s the kind of profile we want. With changing lifestyles, people in the bigger cities have the affordability to do so. We feel this TG is more prevalent in the metros and tier 1. That’s why we are focused on these cities.
We’ll expand at a later date, but we won’t go all India.
How big is the ‘tourer’ segment in the country? What’s the scope for growth?
It’s a pretty large and growing segment. Today, there are players, but very few. The volumes are around 6,00,000 in a year for the segment. It’s primarily driven by one product though.
We see a space for us there. In the tourer space at an affordable price point with superior technology, there’s no one.
What about the tribes community? How many people are present in it?
Every Mojo owner gets into the tribe.
Then, is there any platform for fans to get into the community?
Yes, we have an app. If you are a fan, you can download the app, read and view the stuff posted on it. Whereas all the owners are tribesmen, who can create content and organise rides. Their unique identity is nothing but their chassis number.
Creative agency: Flying Cursor
Director: Littil Swayamp Paul
Production House: IKIGAI Collective