Mahindra has rolled out a sequel to its 'Live Young, Live Free' campaign first rolled out in 2012. The sequel, which is two and a half minutes long, has been conceptualised by FCB Interface.
Like the first film, this one too sees Mahindra's portfolio of utility-vehicles across different challenging terrain. The 'Live Young, Live Free' anthem is a modified version of the original track. It signs off with a young lady saying 'We are the living', and the 'Live Young, Live Free' message.
Speaking with Campaign India, Robby Mathew, CCO, FCB Interface, said, "In our country, if anyone has a moral authority to talk about off-roading, and the joy of breaking free it’s Mahindra. These SUVs are found across the length and breadth of the country. We first did this campaign in 2012. This film takes the philosophy a step forward. It’s symbolic and not in terms of going off-road, but breaking free of the limitations that hold us back. emotionally as well. It’s a rallying call to break free.”
He added, “The challenge with making a sequel always is that people judge it and compare it to the first one. We had to be about off-roading and freedom again, but we tried to shoot it as differently as possible. We shot across Meghalaya, Assam, Jammu & Kashmir and Rajasthan. Another other difference in this film is the music. This is treated more like an anthem, and the music styles are different.Moving with so many cars was pretty difficult too."
Client: Mahindra Adventures
Creative agency: FCB Interface
CCO: Robby Mathew
Sr. CD: Rakesh Menon
Creative supervisor: Maithili Mullick
Director: Amit Sharma
Production house: Chrome Pictures