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Mahindra tells you to ‘Live Young, Live Free’ again

Conceptualised by FCB Interface, the sequel of the 2012 campaign takes one through different anecdotes of living young and free

BestMediaInfo Bureau | Mumbai | January 23, 2017

Mahindra Click on the Image to watch the TVC.

Deserts, jungles, beaches, mountain roads and rivers, Mahindra’s sequel for ‘Live Young, Live Free’ covers it all. What began in November 2012 as a song is now an anthem for the automobile brand as it celebrates a way of life.

Conceptualised by FCB Interface, the campaign takes one through different anecdotes of living young and free with a song in the background. The campaign features all of Mahindra’s SUVs from KUV100 to TUV300, XUV500, Bolero and Scorpio.

The previous campaign for Live Young, Live Free shot in 2012 too showcased its previous collection of cars, effortlessly driving through rough roads as the song played in the background. The earlier campaign was targeted at those who seek a multitude of experiences and an alternative and adventurous lifestyle beyond the ordinary and mundane. The campaign propagates the core value proposition of Mahindra SUVs.

Mahindra’s Scorpio ads too have had similar locations and have showcased an adventurous journey while showing the cars features.

Robby Mathew Robby Mathew

Speaking about the sequel of Live Young, Live Free, Robby Mathew, Chief Creative Officer, FCB Interface, said, “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set on ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma has done a phenomenal job with the film and Mikey’s music score is truly breakthrough – an eclectic mix of genres and voices and styles.”

Vivek Nayer Vivek Nayer

Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra, said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique tough and rugged DNA are best suited to offer a fun-filled adventurous lifestyle to our customers and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect with our fans and exhorts people to join this movement. Essentially this TVC builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for freedom to pursue one’s passions.”

Nayer further added, “As part of our consumer studies we have also found that with changing lifestyles, one of the key emerging trends is the growing number of road trippers in India, and the consequent increase in the sharing of experiences through social media. Our customer value proposition is at the heart of this trend. Hence while we have our TVC, print ads and digital content marketing strategy to amplify the Live Young Live Free communication, the newly introduced LYLF mobile app is an enabler to plan road trips and then share the experience with other liked minded road trippers.”

The TVCs:




Client: Mahindra & Mahindra.

Creative Agency: FCB Interface

Creative Team: Robby Mathew, Rakesh Menon, Maithili Mullick

Account Management: Shireen Cama, Ruta Patel, Goutham Ram, Adwait Vanmali

Director (of the TVC): Amit Sharma

Executive Producer: Poonam Wahi

Agency Producers: Alpa Jobalia, Stanley Christian

Production House: Chrome Pictures

Post production studio: Prime Focus

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