Two wheeler riders are often treated like step-sisters in a country where everyone aspires to be a four wheeler owner. But the thrill of being on the road fascinates everyone equally. Capturing the ever-present competition between two wheeler owners and car owners is the new Mahindra Two Wheelers television commercial.
The TVC created by Taproot Dentsu brings alive the innovative features of the Mahindra Gusto scooter and the Centuro motorcycle, hitherto only available to car owners like height adjustable seats, remote flip keys, find-me lamps, anti-theft alarms and more. Aptly titled ‘Kisi se kam nahi’, the TVC is inspired by our love for Bollywood and ‘antakshari’ and brings together an exciting mix of film songs to describe each situation.
Apart from Hindi, the TVCs have been executed in five different languages – Tamil, Telugu, Kannada, Malayalam and Bengali. Interestingly, these TVCs were not dubbed in the regional languages but created with songs from the respective cinema.
Ab pahiye do ho ya chaar koi fark nahi! Kyuki Car jaise features waale Mahindra Centuro aur Mahindra Gusto…Kisi Se Kam Nahi.
The TVC went live on television a few days following its release on digital media. The minute-long ad film was also accompanied by a week-long contest on social media with gift vouchers worth INR 5000 up for grabs. One needed to follow the brand’s Twitter page or like the Facebook page and answer questions to enter the lucky draw with all right answers. Questions involved guessing the name of the movie from which a song was taken.
— Mahindra Motorcycles (@M2Wmotorcycles) June 26, 2015
— Mahindra Motorcycles (@M2Wmotorcycles) June 27, 2015
— Mahindra Motorcycles (@M2Wmotorcycles) June 29, 2015
And a tweet from the social media savvy CEO, Anand Mahindra:
To be the best; kisi se kam nahin; That’s always an energizing aspiration. Ride on, and keep thinking big.. http://t.co/oLQAfRnqAa
— anand mahindra (@anandmahindra) June 29, 2015
Two equals four!
Cool TVC to capture the inherent emotions running high on Indian roads, car owners vs. two wheeler riders in a cheeky antakshari-style musical battle. It also highlights the innovative car like features of two key products by Mahindra Two Wheelers. Hopefully, this should build aspiration and boost sales for the Gusto – Mahindra Two Wheelers’ first automatic scooter developed entirely in-house that isn’t doing quite well and the popular Mahindra Centuro that has been rolled out in a new disc brake variant this year.
In a bid to woo consumers with a gusto for life and establish the Mahindra Gusto as their partner in discovery, the brand had also kicked off a food ride in the cities of Mumbai and Bengaluru. A couple of the city’s most influential food bloggers led the food ride to explore the city’s famous food joints on their Gusto.
The digital efforts coupled with the television commercial seems to build the right aspiration and consumer connect for both brands, in a country that loves its cinema.