Mahindra & Mahindra entered the hatchback category with the launch of its Verito Vibe in June this year. The car is the hatchback variant of its sedan Verito.
Following the launch, an ad campaign consisting of a TVC, print ads and POS elements have been created by Interface Communications.
The TVC shows a group of four friends in a Verito Vibe. On the road, the man at the wheel notices a young boy riding with his father on a scooter looking at the car in admiration. He signals to the boy, asking if he would like to race. The boy communicates that to his father, who smiles at the driver of the Vibe. The race begins, and after accelerating for a bit, the driver of the Verito Vibe takes his foot off the pedal, allowing the scooter to win. The film ends with the car shown stopping at a signal, with about 50 seconds left for it to turn green. One of the friends prompts the driver to break the signal, since no one is watching. The driver responds, saying, ‘I’m watching’. The voice over then introduces the Verito Vibe with its tagline, ‘Everybody loves a sport’.
On the film, Robby Mathew, national creative director, Interface Communications, said, “The brief was to bring alive the sporty styling of the Vibe while retaining a connect with the values of brand Verito. As all Verito advertising revolves around the personality of the user, the most obvious idea would have been to show the stereotypical athletic man who lives a sporty lifestyle. Instead, we created a man who is a sport. A confident, secure man who doesn't need the other to lose, just so that he can feel like a winner. A man who is guided by his own personal code and value system. “
Underlining that the Vibe carries forward the DNA of the Verito while adding more best-in-class features, Vivek Nayer, CMO - automotive division, Mahindra and Mahindra, added, “We have thus positioned it as a sporty compact sedan. At the same time, we wanted to bring out the heritage of Verito. The act of ‘being a good sport’ is a younger, more playful rendition of ‘Grow Up to Verito’ which has been the tagline of the Verito.”
Brand: Mahindra Verito Vibe
Agency: Interface Communications
National creative director: Robby Mathew
Creative director: Alan Rego
Account management: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram
Agency producers: Alpa Jobalia, Mazhar Khan
Production house: Thinkpot films
Director: Manoj Pillai
Producer: Murali Govindan
Cinematographer: Steve Albins
Music director: Mikey McCleary
Art director: Shashidhar Adapa
Post production: After, Mumbai