MxMIndia

Tag: Mahindra

  • All set to offer local content creation to Mahindra’s new farming services

    Digital Refresh Networks wins mandate for Krish-e by Mahindra

    By Our Staff

     

    Digital Refresh Networks (DRN) has bagged the mandate for ‘Krish-e, Mahindra’s Farming as a Service (FaaS)’ division for select digital marketing services.

    Notes a communique: “The role of Digital Refresh Networks (DRN) is to offer search (SEO), optimisation of the app (ASO) and local content creation that will help engage with the farmers fraternity, build relevance and create engagement opportunities at large. The company has actively been in the digital space for 10 years and believes that language shouldn’t be a barrier but trusts that every individual can explore the platform in their own chosen language.”

     

     

  • With the search and local content creation, DRN aims to make a difference in the way farmers discover and interact with the brand

    Digital Refresh bags marketing for Mahindra Krish-e

    By Our Staff

     

    Digital Refresh Networks (DRN) has bagged the pan-India mandate for yet another leading brand, ‘Krish-E by Mahindra’, a new ‘Farming as a Service’ (FaaS) business, introducing a digital era in farming. Krish-e is a business vertical that provides technology, access to equipment through rentals and multiple other services with the objective of increasing per acre income of farmers.

    Notes a communque: “The role of Digital Refresh Networks (DRN) is to offer search (SEO), optimisation of the app (ASO) and local content creation that will help engage with the farmers fraternity, build relevance and create engagement opportunities at large. The company has actively been in the digital space for 10 years and believes that language shouldn’t be a barrier but trusts that every individual can explore the platform in their own chosen language.”

     

     

  • When social media commentators reacted to an anomaly in a digitally released version of the Mahindra SUV TVC, the company was quick to rectify the error and gained brownie points among the online community

    Fast company: Mahindra acts on digital feedback

    By A Correspondent

     

    Social media is quick on the draw, and companies have to be on the ball to respond equally fast. A good case in point is that of the Mahindra SUV TVC.

     

    Mahindra & Mahindra (M&M) recently launched its new television commercial for its premium SUV model, the XUV500. The television commercial reinforces its brand positioning of ‘May your life be full of stories’. Based on the experiences of three young friends who embark on a journey, together, the ad is set in South Africa. A two-minute uncut version of the television commercial was first premiered on the digital platform for fans & digital communities. When it first premiered on the digital platform, the XUV500 was shown with an Indian number plate against a South African backdrop. Among conversations in social media, this was seen as an anomaly. Mahindra made a conscious effort to listen & act on the feedback swiftly by changing the license plates to a South African number through a very specialized process. The change and acceptance of customer feedback was appreciated by the digital community and fans.

     

    It struck the right chord with Facebook fans and the YouTube community, already crossing more than 2.6 million views on YouTube.

     

    Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd said, “This new communication is based on the consumer insight that, new experiences are the new wealth in today’s world. Being rich is not about money alone, with ‘ memorable experiences ‘ becoming the new currency. The idea was to create an aspiration among consumers to go on exciting road trips where the XUV500 can play an enabling role in the fulfillment of its brand promise of “May your life be full of stories”. The new television commercial of the XUV500 has been successful in creating a connect and aspiration for the next generation of car & SUV buyers who are seeking new experiences in their lives.”

     

    Mr Nayer told MxMIndia, “We give our social media communities special privilege for the exclusive preview of the new TV advertisements. Also on TV a two-minute version becomes very costly to air, so we use the digital platform to promote the longer version of the TV ad. In keep with same principle a two-minute uncut version of the television commercial was first premiered on the digital platform for the exclusive viewing of fans & digital communities.”

     

    However, they did not have to reshoot the complete advertisement. The license plates were changed in the advertisement to a South African number plate using a specialized process called rotoscopy. “The task was very challenging as it involved changing of the number plate frame by frame in every shot of the video, synchronizing it with the surroundings and adjusting the colour, ,” said Mr Nayer. The cost of doing this, he said, was less than what a re-shootw would have amounted to.

     

    Credits

    Ad Agency – Interface Communications

    Production House – Chrome Films

     

  • The DDB Mudra Group firm sets up shop with a big client in the bag

    With Mahindra in tow, Interbrand begins India ops on a high

    By A Correspondent

     

    This February-end will mark the completion of a year since the unveiling of a new structure and brand identity by creative hotshop DDB Mudra Group in India. As part of the slew of changes that were planned for the network in India, the management had announced that the network would comprise of eight key agencies as under: DDB Mudra, DDB MudraMax, Mudra, DDB Health & Lifestyle, RAPP, Tribal DDB India, Water and Maatra.

     

    While plenty was reported and written about the performance of the creative, out-of-home, experiential and other units within the group in the past one year, one unit that preferred to stay away from the limelight was Water, the brand consultancy specialist that was rebranded Interbrand India at the time of restructuring. But that is until now. Interbrand India seems to have finally found its footing in the country as it announced the take-off of its operations in India.

     

    Formed by the transition of Water, the brand strategy and design consultancy of DDB Mudra Group, to Interbrand, Interbrand India will offer Interbrand’s complete suite of brand consulting services including brand strategy, audit/evaluation, design, brand management and verbal identity. The operation will continue to be located in Mumbai.

     

    A communique issued to media stated the following: “Joining a client roster that includes Tata and Godrej, Interbrand India is pleased to announce that it has begun consulting for the Mahindra Group. Mahindra, one of the more progressive Indian brands, is looking to establish itself as one of the world’s most valuable brands and as part of the journey has engaged Interbrand on an extensive brand valuation project. The Interbrand offices in Mumbai & London will carry out the assignment.”

     

    “India is one of the most exciting markets in the world for brands today, said Jez Frampton, Global CEO of Interbrand. “We are extremely pleased to have Ashish Mishra and his team join the Interbrand family and to mark the occasion with the start of a relationship with Mahindra, one of India’s most prestigious brands.”

     

    Commenting on joining Interbrand, Ashish Mishra, Managing Director, Interbrand India said, “We want Indian companies to realize that brands are not mere logos or slogans but rank among the most important assets a business owns. Mr. Mishra continued, “As the world’s leading brand consulting firm, our task, quite simply, is to help the Best Indian Brands graduate to Best Global Brands.”

     

    Interbrand’s brand valuation methodology – the first of its kind to be ISO certified – analyzes the many ways a brand touches and benefits an organization, from driving bottom-line business results to delivering on customer expectations. The methodology has been leveraged to build value, inform strategic brand management, restructure and create business cases for investments for some of the best global brands.

     

  • Interface creates a goes ahead and creates a slightly 'bold' campaign for Mahindra SUV.

    New campaign dares to highlight Mahindra SUV ‘masculinity’

    By Shubhangi Mehta

     

    Mahindra’s new SUV Campaign, ‘Stories’ created by Interface Communications focuses on the ‘masculinity’ of Mahindra with an extreme but engaging story.

     

    The campaign actively seeks out new experiences that become a global trend. People today aren’t just happy with accumulating riches and assets. Living a rich life is as important, if not more, is what the campaign focuses on.

     

    The media vehicles chosen for the same are TV, as of now, and going forward the campaign will also focus on press, digital and outdoor.

     

    On being asked about the ‘bold’ avatar of the campaign, Mr Robby Mathew, NCD, Interface said: “Here is a vehicle that doesn’t look like any other SUV in the country. It is truly a global vehicle. Its design and technology rivals the very best in its category, anywhere in the world. Hence the edgy idea and the British humour. The ad, with it’s over the top plot, different narrative style, and lastly the action and setting tries to reflect this”.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=CJue4VKbWUk[/youtube]

    The creative idea revolves around ‘interesting people’ who have stories to share.

    People who have travelled lot, seen different places, done different things, in short are interesting people and they have interesting stories to tell. They are the life of any party or get together. Everyone wants to listen to them. They take us out of our mundane existence and promise us a life that we could live if we only we had the courage and desire to. Hence the creative idea of stories.

     

    In fact, the tag line of the brand is not just a tagline but a wish/blessing which says “may your life be full of stories”. It is a wish that you live a very rich, very fulfilling life. And that is the life the brand wishes for you.

     

    Mr Matthew added: “International production values, exotic locations, never seen before car shots – unlike other car ads where the car shots are smooth and romance the car slowly – here the shots resemble the action scene in a Hollywood film: ‘edge of the seat’ treatment is how I will describe this campaign and this is what makes it different from others”.

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta.

    AdStrat | M&M XUV 500: Driving the brand

    Siddhartha Roy, COO, Consumer Business & Allied Services, Hungama Digital Media Entertainment Pvt. Ltd.

    Name of the Campaign/Ad

    Mahindra XUV500

    The Brief

    M&M Auto redefined its image and the SUV market in India with the launch of the Scorpio in 2002. Now the company was focused on launching another gamechanger – a global SUV, codenamed Project W201. Project W201 was announced roughly 3 years ago. Hungama was given the task of creating a teaser and product launch campaign that would stand out from everything that was ever done before – within the category and for the medium.

     

    Any specific advisory from the client

    This vehicle was a game changer for M&M Auto in terms of its image, consumer perception, and reach. It was a global launch, with a product created for a global market.

    Client brief was to handle the campaign unlike anything Mahindra had ever done before, on digital. Also, given that this vehicle was going to be targeted at SEC A, we figured that about 80 percent of the TG would be online and active.

    This was Mahindra’s biggest launch campaign, after the Scorpio.

     

    Research insights

    With the research we found that there was an unbelievable amount of speculation, gossip and rumours already in the digital space.  Our strategy included channelizing all the online chatter to one location, use social media to drive the frenzy, and finally, engage the consumer in revealing the car himself.

     

    The thought process behind the creative

    The campaign was divided into 4 activities

    •     Reveal the Name of the W201

    •     Guess the Price of the XUV500 contest

    •     Unlock the XUV500 angles

    •     Reveal the XUV500 for yourself

     

     

    Considering the amount of curiosity there was about this product, we decided to tease the consumer to build the anticipation. At the same time, we would reveal a little more about the vehicle. A microsite showed a webcam feed of a covered XUV500.

     

    Campaign Execution

    Reveal the Name of the W201 was our first activity. Users were invited to mouse over an area on the website and uncover the real name of the W201. An audio file also told users how to pronounce the brand name. The activity was supported via banners and a social media campaign on FB and Twitter. Users could also take part in the activity on the FB fan page.

    ‘Guess the Price of the XUV500’ was a never-done-before activity. Consumers were shown an XUV500 under wraps, and asked to guess the price. They then had to share the activity with friends. The person whose guess came closest to the actual price would WIN THE XUV500. There were also 20 tickets to the F1 Grand Prix in India, up for grabs. An FB plug-in on the website homepage showcased buzz on social media, regarding this contest.

    In order to give consumers a better idea of what to expect from the XUV500, we also created and launched a series of ‘sneak peek’ videos. We spoke to the people involved in creating the XUV – from the R&D Project Leader, to the Senior VP of Product Development at Mahindra and Mahindra. We spoke to crazy fans, bloggers and online experts.  The activity was constantly promoted through social media and banner spends.

    For those who were dying to see the XUV500, we offered them another alternative. Fans could unlock different angles marked on the wrapped vehicle. As soon as a certain number of ‘likes’ was reached, the webcam feed changed to show a different angle of the XUV500.

    When the vehicle was finally launched on-ground, we gave consumers another interactive experience, where they could pull off the wrapper on the XUV themselves and unveil the car.

     

    Media vehicles chosen

    Social Media – Facebook + Twitter, YouTube and Mahindra XUV500 website

     

    Key issues kept in mind while executing the campaign

    Short turnaround time

    Overwhelming response

    Bite sized info without revealing too much

    Does the treatment do justice to the brief?

    The campaign managed to create exceptional buzz for the car. All the qualities of the car were revealed in an interactive manner involving the target audience.

    Market and client feedback and follow-ups

    o          150,000 people revealing the name

    o          Guess the name site

    o          450,000 likes to reveal the first ever ‘under wraps’ 360 degree car view

    o          115,000 entries in 10 days

    o          Over 100,000 visitors a day (highest traffic to an auto site in India)

    o          Unveil the XUV

    o          40,000 unveils in one evening

    o          35000+ test drive requests

    o          Touching 900,000 unique visitors to the site

    o          107,831 fans on facebook

    o          700,000 destinations where XUV500 has been mentioned

     

    Credits

    Company: Mahindra & Mahindra

    Brand: Mahindra XUV500

    Digital Agency: Hungama Digital Media Entertainment Pvt. Ltd.

    Chief Creative Officer: Carlton D’Silva

    Creative Team: Team Hungama

    Account Management Team: Team Hungama