MG Motors annnounced to partner with Cheil India to introduce a new campaign for the brand, inspired by the ‘Unbelievable Delight’. Alongside traditional advertising channels such as print, radio, and digital, the multimedia campaign is anchored by a series of three thematic films.
“Since its launch in 2019, MG Motor India has been known for its unique approach to humanizing technology and providing best-in-class features. Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love,” says Udit Malhotra, Head of Marketing, MG Motor India.
The campaign comprises one film each for its three SUVs- Hector, Astor, Gloster. The films feature two protagonists in different settings, an Indian and a Brit, discussing the prices that MG Motor India is offering on its 2024 models.
The first film introduces the price of the MG Hector Diesel 2024 using the British idiom of ‘Flying pigs’. The second film plays up a mythical ‘Unicorn’ to highlight the MG Astor 2024 that packs a combination of technology and comfort. The third film uses the ‘Money growing on trees’ to showcase that the price of the MG Gloster 2024.
“Working on a brand like MG is a pure delight, for it’s a brand, which is not afraid to push the envelope yet endeavors to stay true to its core Britishness, very much a part of its identity. We are excited to partner with MG Motor in this campaign, where its humor grows on you as the narrative unfolds over a span of multiple films,” Neeraj Bassi, chief growth officer, Cheil India said.