Digital is becoming an important element in every brand’s marketing strategy, be it a budding start-up or a legacy brand. Mahindra Group is no exception. The brand has realised the importance of the medium and the meaningful interaction it allows the brand to have with its audience.
Mahindra Group, along with Nanhi Kali, has launched a new campaign that will be digital heavy,with no television leg at all.
“We are going to put this film across all the social media platforms where our brand is present and not on television at all. This will allow us to target the right kind of people and who we believe will help spread our message more and more,” said Vivek Nayer, Chief Marketing Officer - Group Corporate Brand, Mahindra & Mahindra Ltd.
Asked why not television despite its huge reach, Nayer rationalised, saying television also meant a lot of wastage.
“We are looking at creating impact through scale. We are targeting 15 to 20 million views over the next eight weeks for this new campaign and these are targeted and smart views,” said Nayer.
Mahindra will also be partnering with Terribly Tiny Tales to create relevant content around the campaign.
Speaking about the importance of content marketing for the brand, Nayer said, “Content marketing is extremely important to us. Content has to be relevant; it is about context and it is about relevance. You have to put out content that people are happy to consume. As long as the content is engaging and relevant, people don’t just consume it but they also share it among their ecosystem.”
Nayer, who previously served at CMO, Automotive Division, Mahindra & Mahindra, said that digital has grown in importance for the brand as far as marketing is concerned and so has their spends on digital.
“When I was the CMO of the auto business earlier and we had just started on the digital journey (this was 8-10 years ago), we used to spend 1-2% of media spend on digital. Today, we are looking at 20% for some of our brands. So, digital has become very important for us,” said Nayer.
The new campaign by Mahindra Group has been conceptualised by FCB Interface and after conducting a detailed social media-listening exercise on social issues, both the brand and the agency arrived on the issue of girl child education.
The film, through a conversation between a girl and her father, intends to provide a new perspective to the oft-used term ‘Ladki Haath Se Nikal Jaayegi’.
Commenting on the campaign, Chief Creative Officer, from FCB Interface, Robby Mathew, said, “This film is an ode to the unsung heroes, who reject our society’s patriarchal mindset and encourage their daughters to fly. It is a celebration of a girl child’s dreams and her father’s determination to make it happen. It changes the meaning of this often-used phrase 'Ladki Hath Se Nikal Jaayegi’ and instead uses it to make a case for putting her destiny back into her own hands.”
Client: Mahindra Group
Agency: FCB Interface