MUMBAI, INDIA — The new campaign, conceptualized by FCB Interface kicks off with a spectacular stunt in the ad film where we see Ajay Devgn re-enact his famous split but this time on two FURIO 7 trucks. All to communicate FURIO 7’s (Light Commercial Vehicles) core proposition of ‘Double Guarantee’ that gives customers: ‘Guaranteed mileage or give the truck back’ and a ‘Guaranteed resale value after 5 years’. Going forward, the campaign will be promoted across different media.
Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said “Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 bikes. Marry that classic image with Mahindra’s unique proposition of 2 guarantees and you end up with the key imagery for the 2021 campaign!”
The FURIO 7 trucks are designed keeping the challenges faced by LCV customers in mind. Like higher fuel prices, lowered freight rates and economic uncertainties in the new world situation.
Adding, Joemon Thaliath, Vice Chairman and CEO, FCB Interface, said “Mahindra always challenges norms. With the launch of the Furio Double Guarantee, Mahindra is also repositioning the category and putting the focus back on the customer.”
FURIO 7 comes in 3 variants. FURIO 7 CARGO (4 tyre) used across various applications like ecommerce, transporting Fruits & Vegetables, White Goods etc. And the FURIO 7HD CARGO (6 tyre) and FURIO 7 TIPPER, used for various ‘heavy-duty applications’.
Sharing more insights, Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd. says “The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them. Now Mahindra FURIO 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behaviour and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”
Credits:
Client: Mahindra Truck and Bus
Agency: FCB Interface
Chief Creative Officer: Robby Mathew
Account Management: Ruchita Purohit, Swapnil Jadhav, Muntazir Zaidi
Creative Team: Vinay Amritfale, Ashutosh Joshi
Account Planning: Saurabh Jaiswal
Agency Producers: Alpa Jobalia, Ashish Barot
Director: Divyansh Ganjoo
About FCB Group India:
FCB Group India is one of the fastest-growing communications networks in the country. The network ranks amongst the top fully integrated marketing communications companies in India, with over 120 Indian and multinational clients and 700 professionals working across six offices in seven cities.
Besides three mainline creative agencies – FCB Ulka, FCB Interface, and FCB India, the Group has an array of specialized divisions such as Lodestar UM (Media), FCB Interactive (Digital), FCB
Health (Healthcare), Cogito Consulting (Brand Consulting) and FCB FuelContent (Content Creation Solutions & Production). The network is a part of FCB Worldwide, a 140+ years agency network with more than 8,000 people in 109 operations in 80 countries. The company is part of the Interpublic Group of Companies (NYSE: IPG).
Named the No. 1 Creative Agency in India at Cannes Lions 2021, the Group’s creative excellence has been recognised at the industry’s leading award shows. Awarded Agency of The Year at Campaign Asia Agency of The Year Awards 2020. The No. 1 Creative Agency in India by Spikes Asia 2021, The Drum World Creative Rankings – Most Awarded Agencies 2020, and The One Show Global Creative Rankings 2020. Marked a Grand Prix hat-trick at Spikes Asia 2021 along with a Gold hat-trick at Andy Awards 2020!
