Institute of Marketing Communications India®

Mahindra & Mahindra launches is latest campaign #ExploreTheImpossible for the new Mahindra Thar

While most of the SUV advertisements show men driving vehicles, Mahindra & Mahindra Ltd. chose to break the stereotypes with a freshness in their latest ad campaign for the new Mahindra Thar.

Titled “Explore the Impossible”, this ad campaign showcases a woman driving the new Thar competently beside a man driving another SUV. Further, the ad also chose to use one of the most iconic Bollywood movie songs, “Mere Sapno ki Rani.” There is an underlying message that anyone can drive the new Thar effortlessly irrespective of the gender. It is also one of their ways to get closer to the broader base of their target audience, the millennials, who seek adventures and do challenging things to explore the newness.

The ad campaign was conceptualised by The Womb Communications and it will be showcased on Television in local languages including Hindi,Kannada, Telugu, Tamil, Malayalam and Punjabi.The founding partner of The Womb Communications, Navin Talreja also believes that most of the vehicle ads show men driving them. “But when we met consumers across the country we found many women drivers of Thar. Adventurous and independent, the vehicle was a symbol of their free spiritedness and feeling of empowerment. We were after these mindsets and not necessarily a demographic, but with Thar this was a segment one could not ignore,” he said.

Harish Lalchandani, VP, marketing (PV and Pikup), Mahindra Automotive said, “At Mahindra, we have always celebrated the empowerment of women. Especially women drivers who are not afraid to get behind the wheel and take control of their own unique and inspiring journey. Our film underscores this adventurous streak, while showing that a woman can be as comfortable and confident in her SUV as any man, as she treads uneven ground and encounters the toughest terrain.”


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