Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.
“This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” Udit Malhotra, head of marketing, JSW MG Motors India, said.
From what is understood, the face of the campaign is a couple of films that use humour to drive home the point that MG Hector is a genuine value for money car. Both films use slice of life, relatable situations to convey the message. The films are part of a communication mix that also includes print, digital and social media campaigns.
“We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words that we already know that we can’t pass up a product that is value for money.” Neeraj Bassi, chief growth officer, Cheil X, commented.