Exclusive | Sanjeev Goyle on Mahindra Powerol's new TVC

Mahindra Powerol, the power generator manufacturing division of Mahindra & Mahindra Limited,recently announced the launch of two new television commercials (TVC) for its range of HUPS and inverters. The TVCs will be launched in Tamil Nadu, Andhra Pradesh and Bihar these; being the key markets  that the brand is aiming to grow itself  in.

 

Mahindra Powerol, a late entrant in the market, has doubled its profits in the last one year, far exceeding the industry rate of growth. Encouraged by the market response the brand received, Mahindra has decided to support it with a communication plan that focuses on creating clutter-breaking advertising to keep the brand on top of the consumers’ mind.The inverter market in India is overcrowded.Mahindra Powerol on the other hand is loaded with latest features and holds a competitive edge. In order to prevent it from getting lost in the market and to enable it to create a distinct identity in the consumer’s  mind, Mahindra has launched a communication strategy  through which Mahindra Powerol can deliver the basic product benefit in the most dramatic and compelling manner.

 

The basic essence of the campaign was to display Powerol as a source of non-stop power .The TVCs combines visual theatrics along with imaginative characterisation drawing parallels with nocturnal creatures and their antics coupled with strong  sound design which will bring a smile on the consumer’s face and register Mahindra Powerol strongly in their minds.The product  entry is whacky and  capable of registering a place in the consumer’s mind.

 

Speaking on the launch of the new TVC, Sanjeev Goyle, Senior Vice President, Marketing & AppliTrac, Farm Equipment Sector, Mahindra & Mahindra Ltd., said “In an immensely crowded inverter market the real challenge was to create instant top of mind brand awareness by disturbing the format of features and product rationale. Being a product from the Mahindra brand stable, performance was never the core issue. The task was to intrude into the consumer’s mind space with really unseen visuals.”

 

As the product belongs to a totally different domain, the basic idea that was kept in mind was that people adapt to their surroundings over a period of time.The mediums of communication employed were radio, television and PoSM.