Campaign : Mahindra Two Wheelers
Brand : Mahindra Stallio
Company : Mahindra and Mahindra
Agency : Interface Communications
The Campaign
Mahindra and Mahindra (M&M) started its journey in the two-wheeler market about two years ago when they acquired Kinetic Motors. The company first launched a brand called ‘Flyte’.
Following which, it launched two power scooters called ‘Duro’ and ‘Rodeo’. It entered the bike segment this year with the launch of Mahindra Stallio and it is expected to launch the 300 cc Mojo sport bike soon.
The company roped in Bollywood actor-director Aamir Khan to endorsed the Mahindra Stallio and recently it launched two television commercials.
Our Take
I once read a biker’s manual, who’s opening line said ‘some people drive as if there’s no tomorrow’. And two-wheeler ads in India have always personified that. Barring the initial few like that of ‘Hamara Bajaj’. Two-wheeler ads in India have always been about speed, thrills, stunts and so on. And it is because of this every year the Advertising Standards Council of India (ASCI) receives the maximum number of complaints against two-wheeler ads and most of them get axed as well.
That is why the new Mahindra Stallio ads featuring Bollywood actor Aamir Khan is like a breath of fresh air. It simply does away with the cliches. The copy also delivers some of the smartest lines. Sample this for instance. One ad opens with Khan all set to take a ride when a guy asks him ?Nayi Bike! Yeh toofan se topi lati hay kya??’ (New bike! Can it catch the hat blown away by the wind?). To which Khan smiles and says ?Nahi yaar. Mein toh topi dukaan se hi kharid leta hoon.? (No, I get my hat from the shops).
Another man asks, ?New bike huh! Plane se race lagayegi?’? (New bike, Can it race past a plane?). Khan says, ?Itni jaldi nahi hay yaar. Waise bhi ghar hi jana hay. Ma intezaar kar rahi hay.? (I am in no hurry. And after all, I have to go home only. Mom is waiting).
And now the winner. In every bike ad and any ad that involves stunts, the fine print carries a warning that says, ?Do not try this at home?. The Mahindra Stallio ad closes with Khan saying, ?Is vigyapan mein mere duwara kiye gaye har scene ko aap asani se kar sakte hain. Ride safely.? (You can attempt any of the manoevres that I have done in this ad). The advertising agency Inteface has used Aamir Khan effectively.
In most celebrity driven ads the message and the product gets lost and it is the aura of the brand ambassador that looms over the campaign. But in the Mahindra Stallio TV ad, the brand ambassador, the new product and its features are beautifully weaved in together to give out a cohesive message.
In a very down-to-earth manner, the ads talk about what bikes are actually meant to do, without losing out onanystar appeal.
ratings