MxMIndia

Tag: Vivek Nayer

  • The film shows that a non-recyclable plastic bag chokes and clogs our oceans and landfills

    Mahindra urges people to #CutTheCrap with new campaign

    By A Correspondent

     

    The Mahindra Group reinforced its long-term commitment towards the environment through the launch of a new campaign that builds a case for waste management. Its new #CutTheCrap campaign has been launched with a film that equates the problems caused by single use plastic bags to weapons of mass destruction.

     

    Highlighting the purpose behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said:- “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world.”

     

     

  • Enables individuals to ascertain their ‘curiosity levels’ through a short and simple test syndicated from the prestigious Harvard Business Review

    Mahindra launches #NurtureYourCuriosity campaign centered around innovation

    By A Correspondent

     

    Mahindra Group has announced the launch of its #NurtureYourCuriosity campaign. Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus.

     

    Commenting on the essence of the campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said: “Solutions to the world’s problems can only emerge when one asks the right questions. Only the curious ask these questions and challenge the status quo. To make the world a better place, we must nurture this curiosity and seek meaningful innovations. Our aim with this campaign is to encourage individuals to nurture their curiosity while showcasing how this is leading to innovations and the leveraging of new age technologies at Mahindra. This is yet another way by which we are enabling and encouraging people to Rise.”

     

     

  • The anthem has been created in collaboration with artistes, Deepa Unnikrishnan, aka Dee MC and Simi Talsania

    Mahindra Group unveils #LadkiHaathSeNikalJaayegi in new avatar

    By A Correspondent

     

    The Mahindra Group together with the Project Nanhi Kali marks the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’, that draws on from #LadkiHaathSeNikalJayegi campaign in an all-new avatar. The anthem is an unconventional rap mix, through a collaboration between Deepa Unnikrishnan, aka Dee MC and Simi Talsania.

     

    Commenting on the purpose and genesis of the anthem, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd said: “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community, but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, we are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC – a rapper, and Simi – a dancer in the hip-hop genre, to help us tell this story differently.”

     

    Created by Mahindra Group and Project Nanhi Kali, the anthem was conceptualised by 22feet Tribal Worldwide, Mumbai.

     

     

  • Showcases the unique value proposition of its SUVs which enable lifestyle enhancing experiences

    Mahindra launches sequel to ‘Live Young Live Free’ campaign

    By A Correspondent

     

    Mahindra &Mahindra Ltd (M&M), recently launched a sequel to its popular television commercial, ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs, including all the recently launched SUVs. Targeted at those who seek varied experiences, the new umbrella communication embodies the emotions of freedom and adventure, and propagates the core value proposition of Mahindra SUVs to enable lifestyle enhancing experiences.

     

    Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.

     

    The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.

     

    Speaking about the campaign, VivekNayer, Chief Marketing Officer, Automotive Division, Mahindra & MahindraLtd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”

     

  • First ever campaign from Mahindra for its Commercial Vehicles (CVs) portfolio

    Mahindra takes the ‘Taqdeer Badal De’ route for its commercial vehicles portfolio

    By A Correspondent

     

    Mahindra & Mahindra Ltd. has launched its first ever TVC for its Commercial Vehicles portfolio. At the core of the film lies Mahindra’s commitment to partner with its customers in their journey towards progress and prosperity, in keeping with the company’s philosophy of RISE.

     

    The storyline highlights five individuals who own different vehicles from Mahindra’s commercial vehicles range and propagates the vehicles’ ability to shape their destinies. The TVC is the second portfolio communication from Mahindra after the highly successful ‘Live Young, Live Free’ campaign which showcased its personal range of vehicles. The commercial also reinforces the Mahindra DNA of tough and rugged vehicles.

     

    Vivek Nayer

    Speaking on the new television commercial, Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd, said, “Mahindra offers the widest range of small commercial vehicles which are known for their tough and rugged design, low maintenance cost and high fuel efficiency. Further, our commercial vehicle owners have a unique bond with their Mahindra vehicles. It provides them with the means to fulfil their aspirations to achieve progress and prosperity which is completely in line with Mahindra’s core purpose of Rise. With the new commercial vehicles portfolio film, we intend to further cement this partnership and the deep emotional connect that the Mahindra brand has with its customers.”

     

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications Pvt. Ltd. said, “Making this TVC was challenging as the previous campaign Live Young Live Freehad already created a benchmark of its own. Through this film we have tried to communicate the aspirations of rising Indians who dream to prosper with Mahindra commercial vehicles.”

     

  • In this week's AdStrat, we bring you the creative strategy behind the new Verito Vibe ad created by Interface Communication

    AdStrat: Verito Vibe: Sporty & Sensible

    Name of the campaign/ad: Verito Vibe: Everybody Loves Sport

     

    The Brief: The brief was to showcase the sporty styling of the Verito Vibe and also link it back to the mature, sensible virtues of the Verito

     

    Research insights: Motorists in India are growing fed up of road indiscipline, road rage and lack of tolerance towards fellow motorists, besides one-upmanship in terms of racing and not giving way to others. Responsible motoring and a sporting attitude towards others is the need of the hour. Mahindra & Mahindra wanted to tap into this insight through this ad.

     

    The thought process behind the creative: While showcasing the beauty of the car, it was also important to bring out the brand personality of the vehicle through its owner. The sporting nature of the Verito Vibe owner and his responsible road habits were captured by tackling two examples commonly seen on Indian roads – one-upmanship by refusing to give way or allow other motorists to overtake and disrespect towards traffic rules.

     

    Media vehicles chosen: TV, print, digital

     

    Key issues kept in mind while executing the ad: The attempt was to strike a right balance between the sporty styling of the Verito Vibe car, at the same time establish the personality of the brand through the owner.

     

    What is the differentiating factor about the ad? While most car ads talk about the product features and assiciated benefits, the Verito Vibe ad also carries a message – that of being a good sport on the roads and being a responsible motorist.

     

    Robby Mathew

    Agency comment: Robby Mathew, National Creative Director – Interface Communications

    “The challenge was to clad the sportiness of the Verito Vibe with a solid emotional quality. Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy’s dad can win, is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country”.

     

     

    Vivek Nayer

    Client comment: Mr. Vivek Nayer, Chief Marketing Officer – Automotive Division, M&M Ltd. says:

    “The Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality , great boot space, reliable performance, solid safety and excellent mileage.

     

    In addition, it  is a sportier avatar, with some first in class styling elements such as light-streaming LED tail lamps and honeycomb champagne alloy wheels – features that one would usually find in high end luxury cars.  We have thus positioned it as a sporty compact sedan.  At the same time, we wanted to bring out the heritage of Verito. The act of “being a good sport” is a younger, more playful rendition of “Grow Up to Verito” which has been the tagline of the Verito.

     

    The “Everybody Loves a Sport” campaign depicts how the young Vibe owner is a sport and is also very sensible & responsible on the road.  Thus it links Vibe with the core Verito values of being sensible & mature.”

     

    Agency credits:

    Creative Agency: Interface Communication

    Creative Team: Robby Mathew, Alan Rego, Ashok Giri

    Client Servicing Team: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram

    Planning Team: Vidyadhar Wabgaonkar, Rahul Gujarathi, Anuja Dani

    Films Team: Alpha Jobalia, Mazhar Khan

    Production House: Thinkpot Films

    Director: Manoj Pillai

    Producer: Murali Govindan

     

  • 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