Mahindra is set to transform trucking with its latest BLAZO range

Automotive Giants, Mahindra and Mahindra Limited recently launched its range of trucks - BLAZO. This is supported by a new TV campaign featuring Bollywood star Ajay Devgncreated by Interface Communications.

The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra BLAZO.

Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPOWER engine and a multi-modal switch that helps the driver choose between Heavy mode, Turbo mode and Light mode based on the load and road conditions.

Mahindra is confident that the technology used in the BLAZO will give you more mileage than any other truck available in the same segment. To back the claim, they have a guarantee - ‘Get more mileage or you can give the truck back’. Besides mileage, Mahindra assures prompt service. For this, the company gives another guarantee, that it will get a broken down vehicle back on road within 48 hours, failing which they will give the owner Rs.1000 per day.

Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

Touted as India’s first Smart Truck, the company believes that the new Mahindra BLAZO will prove to be a trailblazer that will change trucking for good. Further, to leave no stone unturned, the company is coming out aggressively with more service stations.

About Interface Communications:
Interface Communications is one of the fastest growing agencies in India. The agency offers full service capabilities with end to end creative and digital solutions. It has an enviable list of clients and works across multiple sectors. It has won numerous awards for its creative and strategic effectiveness. A highly energetic agency, Interface’s team comprises a young and motivated group of talented professionals with an average age of less than 35 years.

Brand:Mahindra Truck and Bus
Agency:Interface comunications
National Creative Director: Robby Mathew
Sr. Associate Creative Director:Sricharan
Chief Operating Officer (COO): Joemon Thaliath
Account Management:Ruchita Purohit, Manoj Ramrakhiani, Nipun Shetty
Agency Producers: Alpa Jobalia, Sukirth Rao, Ashish Barot
Production House:Rawshark Films
Director:Aloke Shetty


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