The clutter-breaking campaign, conceptualised by Interface Communications, introduces the new Scorpio while giving out the message that ‘a hero is not what he looks, but what he does’
Sarmistha Neogy | Mumbai | October 20, 2014
Mahindra Scorpio is back in its new avatar as the ‘New Generation Scorpio’. The new Scorpio is built on a new platform and comes with more aggressive exteriors and luxurious interiors. A TVC has been unveiled to launch the new version. The campaign has been conceptualised by Interface Communications to create a clutter-breaking, product-revealing TVC.
Robby Mathew, National Creative Director, Interface Communications, said, “We worked for almost three months on the campaign, and we were asked to reveal the product in a different way. That’s when we decided to use a water bomber to introduce the new car.”
The TVC opens with the driver of the new Scorpio helping a horse stuck in mud, using the high-powered SUV. The car is then shown to be washed very innovatively with water being dropped from a crop dusting plane, thus driving home the point that no matter what the terrain, the new car will cross all road hurdles with ease.
Vivek Nayer, CMO, Automotive division, M&M, said, “Other than revealing the New Generation Scorpio, we asked the agency to work on a second brief, which was that ‘a hero is not what he looks, but what he does’. Therefore, we decided to show how the driver of the new Scorpio helps the horse which has got stuck in the swamp.”
On the marketing promotion, Nayer said, “Other than the normal TVCs and print campaigns, there were teasers before the launch of the new Scorpio, which happened without revealing the product. This did the trick of creating curiosity in the minds of car lovers. There were several contests in the social media space where we asked people the question ‘How will the New Generation Scorpio be revealed?’ We received more than 26,000 responses. On the day of the launch, live webcast of the event was arranged and more than a lakh people logged in.”
Agency: Interface Communications
National Creative Director: Robby Mathew
Creative Director: Rakesh Menon
Servicing team: Shireen Cama, Dhara Naik, Goutham Ram
Production House: 100 Frames