Maxxis Tyres' #PaanchSaalBemisaal campaign has an election theme

Two-wheeler tyre brand Maxxis India has launched an innovative campaign titled #PaanchSaalBemisaal, highlighting Maxxis Tyres’ unmatched five-year unconditional warranty with first-year free replacement.

Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade pe gaadi nahi chalti, warranty pe chalti hai’. The campaign uses humour through a crisp story to establish the brand connect with election theme at the forefront.

Bing Lin Wu, Marketing Head, Maxxis Tyres, said, “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first five-year unconditional warranty with first-year free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”

The core theme of the campaign is weaved around the idea that most political parties make promises without any warranty, while Maxxis two-wheeler tyres come with industry-best five-year unconditional warranty with first-year free replacement that offers customers a seamless and easy replacement service. This warranty is valid for five years from the date of manufacture. Another aspect that is unique to the policy is that it provides ‘free of cost’ tyre replacement covering both manufacturing and non-manufacturing defects, valid for the first year of purchase. Hence the tagline, ‘Pehla saal, no sawaal, Paanch saal bemisaal’.

Himanshu Arya

Himanshu Arya, CEO, Grapes Digital, said, “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well-rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer — if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadi nahin chalti, warranty par chalti hai” (Vehicles don’t run on promises, but only on warranty). Now, who can contest that?”

The campaign included a slogan writing contest, ‘Slogan do, warranty lo’ that received a phenomenal response, with users sharing their own taglines, using the hashtag, #PaanchSaalBemisaal. Within just few days of its release, the video has already got over 3 million views across social media platforms.

To know more about the campaign and join in the conversation, visit: www.paanchsaalbemisaal.com

Maxxis is a wholly owned subsidiary of Cheng Shin Rubber Ind. Co. Ltd., a two-wheeler tyre manufacturer and the tyre company. The company has its presence in six continents, serving customers across 180 countries.

The sub-company of Maxxis Group, Maxxis India (Maxxis Rubber India Private Limited) started its own arm of business in India in 2015 and has built its first manufacturing facility in Sanand, Gujarat. Maxxis serves as an OEM tyre supplier to Honda (two-wheelers), Maruti Suzuki, Mahindra, Tata and Jeep in India.

The Video:

Website Link

http://www.paanchsaalbemisaal.com/

Credits:

Client: Maxxis India

Marketing Head, Maxxis Tyres: Bing Lin Wu

Agency: Grapes Digital

CEO, Grapes Digital: Himanshu Arya

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