FCB Interface shows Ajay Devgn's iconic stunt with new Mahindra Furio 7 range

A new campaign conceptualised by FCB Interface kicks off with a spectacular stunt in the ad film where we see Ajay Devgn re-enact his famous split, but this time on two Furio 7 trucks.

The ad is communicating Furio 7’s (Light Commercial Vehicles) core proposition of ‘Double Guarantee’ that gives customers ‘Guaranteed mileage or give the truck back’ and a ‘Guaranteed resale value after five years’. The campaign will be promoted across different media.

Robby Mathew

Robby Mathew, Vice-Chairman and Chief Creative Office, FCB Interface, said, “Some 30 odd years ago, Ajay Devgn rode into Bollywood on two bikes. Marry that classic image with Mahindra’s unique proposition of two guarantees and you end up with the key imagery for the 2021 campaign!”

The Furio 7 trucks are designed keeping the challenges faced by LCV customers in mind. Like higher fuel prices, lowered freight rates and economic uncertainties in the new world situation.

Joemon Thaliath, Vice-Chairman and CEO, FCB Interface, said, “Mahindra always challenges norms. With the launch of the Furio Double Guarantee, Mahindra is also repositioning the category and putting the focus back on the customer.”

Furio 7 comes in three variants. Furio 7 Cargo (4 tyre) used across various applications such as ecommerce, transporting fruits and vegetables, white goods, etc. And the Furio 7HD Cargo (6 tyre) and Furio 7 Tipper, used for various ‘heavy-duty applications’.
Rajeev Malik, Vice-President and Head Marketing, Commercial Vehicles, Mahindra & Mahindra Ltd., said, “The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them. Now Mahindra Furio 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behaviour and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”

The film:

Credits:

Client: Mahindra Truck and Bus

Agency: FCB Interface

Chief Creative Officer: Robby Mathew

Account Management: Ruchita Purohit, Swapnil Jadhav, Muntazir Zaidi

Creative Team: Vinay Amritfale, Ashutosh Joshi

Account Planning: Saurabh Jaiswal

Agency Producers: Alpa Jobalia, Ashish Barot

Director: Divyansh Ganjoo

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