What better time for discussing the aforementioned topic, post the release of the Mahindra’s “Live Young, Live Free” campaign.
Seldom automotive ads could touch the Target Group in a holistic manner. The communication most of the times used to narrow down on features rather depicting the connect. Automotive advertisements are one of the most difficult ads to create – the understanding of the consumer requirements and association with the brand needs to be spot on! The message has to be a combination of aspiration and utility – the mixture needs great level of creativity to be precise.
Months ago I encountered the BMW – Feeling Remains ad. I simply re-winded the ad several times for the pleasure of it. It was a feeling that lingered on after watching the ad – the advertisers just hit the sweetest spot. The communication just emphasized how the Bavarian Automaker wanted to connect the feelings and emotions of their cars with consumers looking for the ultimate driving thrill. If observed deeply the characters depicted in the movie are the exact Target Segment of the Brand (by the way characters have been dressed, the locale they are present). The ad felt like –
There was only one Indian Ad that had been fresh through years in my mind – “Reclaim your life” of Tata Safari. It had a perfect symphony of exotic visuals, catchy music and touching message to establish the connect. The volume of my TV used to be the maximum when the ad used to be aired. Tata Safari just found a loyalist in me even though I’d never driven that car! It achieved an aspirational value just with the communication.
Strange, ain’t it; how your desires are captured by marketers and presented before you. The excitement and thrill of off-road and adventure has caught the attention of youth. The conversationalist Indian, now isn’t scared to explore new places. Weekend trips are a routine and once-in-a-year travel has become a part of life. The evolving trend has been beautifully captured by the new ad shot by Mahindra. It really celebrates the emerging quest for freedom and adventure. Have a look on the ad –
The ad showcases the Mahindra portfolio of products in exotic locations. The heli-cam shots have amazingly captured the natural landscapes and mountains of Kerala & Ladakh. The ad is directed by Prakash Verma of Nirvana Films (Interface Communications). The music is catchy and so is the message. The ad has already clocked over 8.5 Lakh views within a week of its post in Youtube. We wouldn’t be surprised to see ‘We are the living’ anthem repeatedly being broadcasted and used by Mahindra Automotive Portfolio in the coming months!