Campaign India Team
Feb 28, 2013

Mahindra's XUV500 drives further down the ‘experiences’ path

WATCH the ad film created by Interface Communications here

Mahindra has launched a new campaign for it's XUV500. This follows the same theme as the launch campaign for the car.

A two-minute version of the film was first released on the digital platform on 13 February.  A 60-second edit went on air on 17 February. The film has crossed more than 2.6 million views on YouTube.

This TVC is based on the experiences of three friends who embark on a wildlife journey together in the XUV500. The ad is set South Africa and showcases the off road capabilities of the car. At the end of the film, the three friends are left surprised as a cheetah approaches the car and climbs on to the hood. A super then appears, which reads 'May your life be full of stories'.

Commenting on the campaign, Vivek Nayer, chief marketing officer, automotive division, Mahindra & Mahindra, said, "This new communication is based on the consumer insight that new experiences are the new wealth in today’s world. Being rich is not about money alone, with ' memorable experiences ' becoming the new currency. The idea was to create an aspiration among consumers to go on exciting road trips where the XUV500 can play an enabling role in the fulfillment of its brand promise of 'May your life be full of stories'. The new television commercial of the XUV500 has been successful in creating a connect and aspiration for the next generation of car and SUV buyers who are seeking new experiences in their lives.”

According to Mahindra, the background song in the film has also been appreciated by fans, leading Mahindra to release it separately as a song.
 

Source:
Campaign India