Mahindra Truck and Bus has launched a campaign showcasing its different truck models. Conceptualised by FCB Interface, the film features Ajay Devgn in a typical shooting set.
Devgn is asked to give multiple takes, speaking about the highest mileage claim of a Mahindra Truck. However, he is interrupted in the middle of every take, since they discover that not just one, but every other Mahindra truck in its category comes with a high mileage guarantee. Devgn is seen doing a final take, where he names all the trucks, instead of just one.
Rajeev Malik, vice president and head, marketing – commercial vehicles, Mahindra & Mahindra, said, “As a Challenger brand with Mahindra pedigree, we have always believed in choosing disruption and innovation as the path for delivering superior value proposition to our customers. The guaranteed highest mileage (or give back the truck) and guaranteed timely service (or we pay compensation) are a manifestation of this mindset of the brand, to exude sincere confidence, to win over the naysayers and fence-sitters! Because the challenge of sticking to ‘tried and tested’ is too severe in a category, where the purchase triggers are governed by the emotion of fear and uncertainty... For us, challenging the status quo is the only option!”
Robby Mathew, vice chairman and chief creative officer, FCB Interface, said, “What better way to deliver a guarantee on multiple Mahindra trucks than to make Ajay Devgn give a take multiple times!”
Joemon Thaliath, vice chairman and CEO, FCB Interface, said, “Mileage guarantee across Mahindra's range of trucks reiterates Mahindra’s innate ability to understand the deep customer needs and provide need based solutions through timely interventions”
This campaign will be promoted across TV and digital platforms.
Client: Mahindra Truck and Bus
Agency: FCB Interface
Vice-Chairman and chief creative officer: Robby Mathew
Account management: Ruchita Purohit, Swapnil Jadhav, Siddharth Sai
Creative team: Vinay Amritfale, Ashutosh Joshi, Mansi Dalvi
Digital creative strategist: Ashutosh Jaiswal
Production house: Basta Films
Director: Keyur Dekate