Our Take: Many ‘firsts’

By: | Updated: February 9, 2016 1:52 PM

The TVC portrays the scenario of a customer at a car service station.

The TVC portrays the scenario of a customer at a car service station. The TVC portrays the scenario of a customer at a car service station.

Brand: Mahindra First Choice Services
Campaign: Free ke baad First Choice
Company: Mahindra Group
Agency: The Lonely Cloud Consulting Company

The Ad

The TVC portrays the scenario of a customer at a car service station. As his car is under a free servicing period, he demands that the service advisor should check every car part, even those that don’t require it. The scene then cuts to a situation where his free service has expired. Now we see the service advisor trying to oversell, while the customer is seen cutting corners on his car’s servicing expenses.

Our Take

Mahindra First Choice Services’ debut television commercial, ‘Free ke baad First Choice’, is among the first in its category. Using a humourous undertone, the TVC cleverly plays on the key consumer insight which every Indian car owner is familiar with — the pains and perils of getting one’s car serviced after the paid service period is over. The campaign highlights concerns of car owners by showing contrasts between the two scenarios: how the behaviour of the customer and service advisor changes towards car maintenance during the free service period and paid service period, respectively.

While during the free period, the customer is the king, almost bordering on bullying, his position changes drastically once the free service period gets over. He is seen as a timid, defensive person. The humour strikes a chord with viewers while highlighting the USP of Mahindra First Choice Services and positioning it as the destination for car servicing post the free service period.

“The campaign is based on the customer feedback we have received through market research. The aim is to inform car owners that they now have an option at the end of their free servicing period and they can trust Mahindra First Choice Services for quality advice and service,” says Alok Kapoor, head, marketing and franchise development, Mahindra First Choice Services.

This is a month long, 360-degree campaign which will run on television, outdoor, radio, online and print. The company is expected to spend `10 crore towards the campaign. Getting quality after sales service is a major painpoint for car owners. So far, ads in the category have focussed on highlighting brand-specific service network and ease.

What differentiates this ad is the focus on multibrand car service and quality assurance with a relatable human story and a dash of humour. The campaign conveys the brand promise and breaks the clutter in the space, which is seeing a deluge of players. While there are many brands in this category such as MyTVS, Kar-Worx and Spa, Carnation etc, the share of the organised multibrand car servicing industry is still only 1%. The overall category is estimated at Rs 20,000 crore, but is expected to reach `33,000 crore by 2020. The organised multi-brand car servicing segment should reach 8% of the category by 2020.


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