Mahindra family's latest addition promises, 'Zyaada profit, Nahi Toh Truck Wapas'
Mahindra’s Truck and Bus Division (MTB), a part of the USD 20.7 billion Mahindra Group, announced the commercial launch of the Mahindra FURIO, its brand-new range of Intermediate Commercial Vehicles (ICVs) with an unprecedented guarantee of higher profit else return the truck followed by the launch TVC. FURIO marks the company’s entry into the ICV segment and is set to make Mahindra a full range commercial vehicle player. Bollywood superstar, Ajay Devgn, who is also the brand ambassador of Mahindra Truck and Bus was present at the launch event.
The Mahindra FURIO is designed by Mahindra's design arm in Italy, Pininfarina. The FURIO is the result of combined efforts of more than 500 Mahindra engineers, 180 suppliers and a mega investment of 600 crores.
FURIO not only offers best-in-class mileage, highest Payload, lowest TCO with rugged aggregates but also ensures best-in-class Safety and Comfort in a segment which has the maximum high-speed applications amongst all CV segments in India. It also comes with first time ever 5 years/ 5 lakhs kms free maintenance guarantee (free AMC) and 5 years / 5 lakhs km transferrable warranty.
Along with these superior features, what makes the truck attractive for the buyers is the proposition, 'Zyaada Profit Nahin Toh Truck Wapas.' It's a bold pitch to the transporters and fleet owners and marks a new era for the industry and the TVC crafted by FCB Interface resonates with the unique proposition.
Speaking on the occasion, Rajeev Malik, Head Marketing of Mahindra Truck and Bus said, “Our biggest challenge while launching FURIO was to disrupt the market that’s dominated by three players and we are the 6th player entering the fray. And we have done just that with our very disruptive value proposition, ‘Zyaada Profit Nahi Toh Truck Wapas.’ This new revolutionary Intermediate Commercial Vehicle is set to change the industry standards and at the same time make Mahindra a full-range Commercial Vehicle player.”
Speaking on the proposition, Joemon Thaliath, Chief Executive Officer of FCB Interface said, "The trucking world was shaken when we launched 'Zyaada mileage, warna truck wapas' with Mahindra BLAZO. And the fact that not a single truck has been returned is a testament to Mahindra's superior machines. With FURIO, we step up the game and challenge the status quo. This stands testimony to FURIO’s product superiority and our confidence in this new product offering. Lots of brand building action to follow soon!”
Client : Mahindra Truck Bus
Creative Agency : FCB Interface
Creative Team : Robby Mathew, Vinay Amritfale, Ashutosh Joshi, Shireesh Bhavsar, Pinto Bisoyi, Tanmay Rai
Account Management : Ruchita Purohit, Krita Gudhka, Arun BK, Tanvi Shah, Hardik Bansal
Director (of the Digital Film) : Divyansh Ganjoo
DOP (of the Digital Film) : Keyur Dekate
Exécutive Producer : Mahima Sharma
Production House : Basta Films
Digital Film Details: One Film
Working title of film : Mahindra FURIO - Zyaada Profit, Nahin Toh Truck Wapas* | Mahindra Bus And Truck
Duration : 2 :31
Campaign breaks as of : 1.04.2019