Taproot sings along with Mahindra two wheelers
While creating the campaign for Mahindra Gusto scooter and Mahindra Centuro motorcycle, there were two key objectives: First, to establish that Mahindra two wheeler owners enjoy the same features that were the privilege of car owners so far, and second, to break the clutter.
Outcome is the new communication campaign created by Taproot Dentsu titled ‘Kisi Se Kam Nahin’. It reinforces their commitment to partner with customers in their journey towards progress, in keeping with the company’s philosophy of ‘Rise’.
The ad film uses pleasant music to portray a series of light-hearted face-offs between car owners and Mahindra two-wheeler owners. Intent is not only to make the film interesting but also to build a connect with the target group.
Adgully caught up with the team that put their heads together to create the campaign: Sarosh Shetty, Vice-President – Marketing, Mahindra Two Wheelers along with three member team from Taproot Dentsu: Agnello Dias, Chief Creative Officer, Santosh Padhi, Chief Creative Officer, and Pallavi Chakravarti, Associate Creative Director.
A bit about the product:
The build-up of technology in Mahindra two wheelers adds a great value to the product and thereby fulfils the need gaps felt by two wheeler consumers. These two wheelers are packed with all the features of the car like Height Adjustable Seat, Remote Flip Key, Find-Me Lamps, Guide Lamp and Bright Halogen Head Lamp with LED pilot lamps.
Sarosh Shetty explains, “There has been a general agreement among all, that in two wheelers this is all you as a consumer are going to receive. We are here to break away from the norm. Every time there has been a category shift, there has always been someone who is ready to redefine the category through innovation, through differentiation and got consumers familiar with things they never thought they needed before. We intend to be in that same DNA.”
Campaign: creating innovation with differentiation
Innovative four-wheeler like features of the products that created the differentiation vis-à-vis the competition, warranted an innovative and impactful campaign. Instead of girl sits on the pillion or never ending fuel tank, the campaign focuses on the products’ four wheeler like features, which, however, do not take away from convenience the two-wheelers offer.
Making of the campaign took around two and half months. The challenge was not only to create the perfect story, but also to find song lines that go well with the situations in the story. And they had to find those lines in six different languages.
Face-off between bike rider and car owner
The campaign depicts a series of face-offs between car owners and Mahindra two wheeler riders, and makes the point in an effortless manner. In the end, the Mahindra two-wheeler rider is one-up as he/she is not affected by a traffic jam and in case of a tough terrain can make his/her own way.
Music connecting the dots
Popular catchy music has been played throughout the campaign in these face-offs between the car owners and the two wheeler riders. The numbers picked are situationally correct, melodious and increase the impact.
Pallavi Chakravarti explains, “Main idea behind the music is to make situations more pronounced in a light hearted way. During this campaign a lot of juggalbandi happened and we were making changes till the very last day of the campaign. We had a great time as song suggestions started pouring from both Mahindra and Taproot teams. That’s what a great idea is all about. It has to immerse everyone!”
Besides Hindi, the campaign has been executed in five different languages – Tamil, Telugu, Kannada, Malayalam and Bengali. Hence, song lines that gelled with the situation and consumers were selected in six different languages.
It is a multimedia campaign with television and being centre stage. It will be highly visible and amplified across all mediums, including television, print, digital, radio, cinema and on-ground. Sarosh Shetty says, “Consumers are spending a lot of time on digital. So we are going to engage with consumers on various levels there. We are going to build visibility, familiarity, engagement and interaction to engage with our consumers in a wider and bigger way.” One of the key interactive features of the campaign on digital is sharing of stories and uploading videos on the customers experience with Mahindra two wheelers.
The campaign went live on television on June 30 and on digital on June 27. Videos on digital have crossed already crossed six million views and are already trending on Twitter.