The campaign, conceptualised by Interface Communications, narrates the story of 5 individuals who own different vehicles from Mahindra’s commercial vehicle’s range and propagate the vehicles’ ability to shape their destinies
BestMediaInfo Bureau | Mumbai | August 22, 2014
Mahindra & Mahindra has launched its first ever TVC for its commercial vehicle portfolio. The campaign has been conceptualised by Interface Communications and the core of the film lies in 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 TVC titled ‘Taqdeer Badal De’ reinforces the Mahindra DNA of tough and rugged vehicles. It narrates the story of five individuals who own different vehicles from Mahindra’s commercial vehicle’s range and propagate the vehicles’ ability to shape their destinies. This is the second portfolio communication from Mahindra after its highly successful ‘Live Young Live Free’ campaign which showcased its personal range of vehicles.
Robby Mathew, National Creative Director, Interface Communications, said, “Making this TVC was challenging as the previous campaign ‘Live Young Live Free’ had 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.”
Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra, said, “Mahindra is not only the No. 1 player in the Pick-up segment in India but also 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.”
Agency: Interface Communications
National Creative Director: Robby Mathew
Creative Team: Kumar Suryavanshi, Karan Kathpalia, Archana Singh
Account Management: Joe Thaliath, Shireen Cama, Binal Kavale, Raj Doshi
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: Purple Vishnu Films
Director: Sainath Choudhury
Producer: Kanwalpreet Kaur
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