Mahindra & Mahindra has launched a campaign for the Mahindra Thar. The campaign aims to further build the brand as the right fit for those looking at an adventure-filled lifestyle. It is conceptualised by The Womb and aims to connect with the millennials, by reflecting their need to challenge societal norms and break away from the mundane by doing extraordinary things.
The film is set against rocky terrains and shows a girl and a boy driving two different Mahindra Thar SUVs. They’re seen racing each other on tough grounds, while they keep meeting eye-to-eye flirtatiously to the remixed version of an old Hindi classic, ‘Meri sapnon ki raani kab aayegi tu’ (queen of my dreams, when will you come).
Towards the end, they keep circling around each other. When they finally pull over, both of them get out of the car and the boy pulls out a ring to propose to her. Taken aback, the girl looks down at the ring in surprise, and the boy asks her what she’s thinking of when they’ve already taken their ‘pheras’ (marital vows) in their cars. She then accepts the proposal and calls him impossible, which he questions, indicating that nothing is impossible with the Mahindra Thar.
The film will be rolled out across television and on the brand’s social media platforms, which will carry the film in languages including Hindi, Tamil, Telugu, Malayalam, Kannada and Punjabi.
Brand: Mahindra Thar
Agency: The Womb
Founding partners: Kawal Shoor and Navin Talreja
Creative team: Suyash Khabya, Vikrant Wadkar
Planning and research team: Rohit Mani
Account management: Heval Patel and Omkar Kulkarni
Production house: Good Morning Films
Director: Shashank Chaturvedi aka Bob
Executive producer: Vikram Kalra
Producer: Robin D'Cruz
DOP: Satchith Paulose
Music: Subhajit Mukherjee