The new ad campaign conceptualized by FCB Interface showcases a typical shooting set where we see Ajay Devgn giving multiple takes of ‘highest mileage’ claim on different Mahindra Truck models only to be corrected by the director every time he tries to complete the dialogue. Towards the end of the film, it is revealed that all the Mahindra trucks come with a guarantee that ‘every truck gives you the highest mileage in its category or else you can give the truck back’. This campaign will be promoted across different media including TV and digital platforms.
While fuel efficiency has always been Mahindra’s big advantage and their key proposition since the BS3 era, it has become even more important given the steep rise in fuel prices without a commensurate increase in freight rates. This puts a strain on the margins that transporters earn. So, with their 12 years of expertise in CRDe technology, time-tested engines, revolutionary Fuel Smart Technology, Mahindra created the most fuel-efficient truck range in the country.
Rajeev Malik, vice president and head marketing – commercial vehicles, Mahindra & Mahindra Ltd. says: “As a Challenger brand with Mahindra pedigree, we have always believed in choosing disruption and innovation as the path for delivering superior value proposition to our customers.
The Guaranteed Highest Mileage (or give back the truck) and Guaranteed timely service (or we pay compensation) are a manifestation of this mindset of the brand, to exude SINCERE CONFIDENCE, to win over the naysayers and fence-sitters! Because the challenge of sticking to "tried and tested" is too severe in a category, where the purchase triggers are governed by the emotion of fear and uncertainty... For us, challenging the status quo, is the only option!”
Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Officer, FCB Interface, said “What better way to deliver a guarantee on multiple Mahindra trucks than to make Ajay Devgn give a take multiple times!”
Joemon Thaliath, vice chairman and CEO, FCB Interface, said: “Mileage guarantee across Mahindra's range of trucks reiterates Mahindra’s innate ability to understand the deep customer needs and provide need based solutions through timely interventions."
A campaign which started with a banter between Ajay Devgn and Anand Mahindra as a proposition too good to be true, shows the changing face of advertising where both the Brand and Brand Ambassadors are coming together to actively validate the claims they make for the benefit of their consumers.