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Tag: Rajeev Malik

  • Ajay Devgn to launch Mahindra Truck with new ad

    By Our Staff

     

    Mahindra’s Truck and Bus Division (MTB) has announced the launch of the new Furio 7 series of light commercial vehicles with a new campaign. FCB Interface has conceptualised the ad film with actor Ajay Devgn re-enacting his famous split this time on two Furio 7 trucks. The campaign will be promoted across different media.

     

    Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said: “Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 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!”

     

    Adding, 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.”

     

    Sharing more insights, Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd. added: “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 campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”