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Mahindra takes the musical route to restore pride to two-wheeler riders

Created by Taproot Dentsu, the campaign makes use of retro songs with a contemporary twist to highlight the features of Mahindra’s Gusto scooter and Centuro motorcycle

Aanchal Kohli | Mumbai | July 3, 2015

Mahindra-TVC Click on the image to watch the TVC.

Mahindra Two Wheelers, part of the $16.9 billion Mahindra Group, has rolled out a new communication campaign for its Gusto scooter and Centuro motorcycle. The campaign, created by Taproot Dentsu, taps into the country’s love for film music and ‘antakshari’ (music face-off). Titled ‘Kisi Se Kam Nahin’, the film reinforces Mahindra Two Wheeler’s commitment to partner with its customers in their journey towards progress, in keeping with the company’s philosophy of ‘Rise’.

The film opens with quirky and snappy music face-offs between two-wheeler owners and four-wheeler owners and showcases how even two-wheeler owners can feel proud of what they have. The film showcases the innovative features of Mahindra Gusto and Centuro such as height adjustable seats, remote flip keys, find-me lamps, anti-theft alarms and more.

The music composition keeps things interesting by giving retro songs a contemporary twist to add to the film’s appeal.

BestMediaInfo.com spoke with the people behind the campaign, including Sarosh Shetty, Vice-President - Marketing, Mahindra Two Wheelers; Agnello Dias, Chief Creative Officer, Taproot Dentsu; Santosh Padhi, Chief Creative Officer, Taproot Dentsu; and Pallavi Chakravarti, Associate Creative Director, Taproot Dentsu.

Campaign Idea

The TVC showcases the pride of Mahindra two-wheeler owners as they now enjoy the same privileges that, until now, have been exclusive to car owners. Their confidence stems from the fact the Gusto and Centuro sport a host of category-defining innovations, which have only been seen before in cars. The film uses popular music to portray a series of light-hearted face-offs between car owners and Mahindra two-wheeler owners.

Speaking on objective and the creative thought behind the campaign, Sarosh Shetty said, “We wanted a distinctive campaign for Mahindra Gusto scooter and Mahindra Centuro motorcycle to mark the innovative range that we have.”

He added, “The campaign idea showcases the pride of our owners as they now enjoy the same privileges that, so far, have been the exclusive prerogative of car owners. It is a unique, enjoyable and highly engaging film. The campaign will be amplified across mediums. We are certain consumers will enjoy watching it and fall in love with Mahindra’s innovative range of two-wheelers.”

Creative Execution

Agnello Dias elaborated, “The thought for the campaign came from an insightful observation that two-wheeler riders, more often than not, get second class treatment on the road compared to their car driving compatriots even though they travel the same roads, carry the same aspirations and burdens as any other traveller.”

This is a challenging space and there are established players hence, according to Dias, it was important to create something that was catchy and nailed the right issue.

Pallavi Chakravarti Pallavi Chakravarti

Pallavi Chakravarti added here, “We wanted to go the song way as it gives an edge and entertainment factor to the film. The idea seemed fantastic, but the challenge was to balance a lot of things very delicately, like the features of the products as they are the differentiating factor among all. Also, another challenge was to hunt for the song that fit in best while highlighting a specific feature. There were many rounds of back and forth internally, but it was a great team experience.”

“It is one of the tighter ideas that had many challenges because of the nature of story that each feature is projecting. Looking at the category it was really important to highlight the differentiated feature, but in an interesting way, and I think we have handled all this seamlessly in the campaign,” said Santosh Padhi.

Media Mix

The campaign will be visible and amplified across all mediums, including television, print, digital, radio, cinema and on-ground. There are around four short films to accompany the main 60-seconder TVC. Some of these would be new films based on the same thought and will keep making consumers discovering new and innovative features of the products. “We feel that the campaign is executed strongly and we will spread across all possible mediums. Television and digital will play a vital role and will be followed by other mediums,” Shetty informed.

The campaign went live on television on June 30 and on digital on June 27. The videos on digital have crossed 6 million views and have been trending on Twitter. The campaign will be present across genres on television with a strong presence on general entertainment channels, including sponsorships and programme integrations and so on.

Language Feeds

Since there are multiple channels in different languages, Mahindra has come out with films in different languages. Shetty said that besides Hindi the campaign was being executed in five different languages – Tamil, Telugu, Kannada, Malayalam and Bengali.

Pallavi Chakravarti mentioned that these films were not dubbed in regional languages but created with songs from those markets. “Every language has a different song pooled from the specific cinema,” she added.

The TVC:

[youtube]https://www.youtube.com/watch?v=K2ijxBJmpno[/youtube]

Credits:

Client: Mahindra Two Wheelers

Brands: Mahindra Gusto and Centuro

Marketing Team: Sarosh Shetty, Rahul Shah, Ashish Dixit, Rohit Nagpal, Shweta Moghe, Rohan Ekbote, Prathamesh Kelkar

Creative agency: Taproot Dentsu

Creative Team: Agnello Dias, Santosh Padhi, Pallavi Chakravarti, Apoorva Jain, Neeraj Kanitkar, Durvesh Gaikar, Shraddha Jagtap, Rutuja Mali, Amol Jadhav (Photography), Milind Palav (Digital Retouching)

Account Management Team: Umesh Shrikhande (CEO), Priyanka Rishi, Rahul Megharaj, Priyank Misra, Ambalika Sen

Production House: Apostrophe Films

Director: Koushik Sarkar

Info@bestmediainfo.com

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