New Delhi: If there’s one thing we want every time we buy something then it’s that little extra. It’s the same with Indian transporters. They’re always looking for more value when it comes to trucks … extra mileage, extra comfort, extra saving. This is exactly what inspired Mahindra to come up with the new Mahindra BLAZO X. However, the challenge for Mahindra was a lot bigger. They had to exceed the expectations that the Mahindra BLAZO had set with its launch. After all, this was the truck that not only claimed more mileage than any other truck in the country but also backed that claim with an unparalleled mileage guarantee.
The BLAZO delivered on its mileage guarantee in every way and the best thing was that not a single truck was returned. This put the BLAZO miles ahead of any other truck in India. Now Mahindra’s engineers had to do even better. And that’s just what they just did with the Mahindra BLAZO X. This new truck actually gives more mileage than the BLAZO itself. And this is what the new ad film had to bring alive. That too with the star power of none other than Ajay Devgn.
Speaking on the occasion, Robby Mathew, Chief Creative Officer, FCB Interface says, “The idea behind both the product and the film was this continuous quest for excellence. Mahindra came up with a truck that was even better than the BLAZO and Ajay Devgn is known to be someone who always strives to raise the bar. So, it was a perfect match between man and machine.”
Adding, Rajeev Malik, Senior General Manager – Marketing, Mahindra Truck and Bus says, “With over 50% of transportation cost being fuel, the truck owners are very concerned about the mileage of their trucks. Mahindra BLAZO’s disruptive Customer Value Proposition (CVP), “Get More Mileage or Give Truck Back”, was very reassuring for them and set the cat amongst the pigeons in Commercial Vehicle industry. BLAZO X, is the logical extension of this CVP, basically an endeavour to ring-fence our core proposition. The TVC showcases this emphatically with the line, ONLY A BLAZO CAN BEAT A BLAZO and by drawing a parallel with Ajay Devgn’s personal quest for excellence and perfection.”
Client: Mahindra Truck and Bus
Agency: FCB Interface
Chief Creative Officer: Robby Mathew
Account Management: Ruchita Purohit, Arun Kumaresan, Hardik Bansal
Creative team: C Sricharan & Adith Mili Fernandes, Shirish Bhavsar
Agency Producers: Alpa Jobalia, Ashish Barot
Production House: RAWSHARK FILMS
Director: Aloke Shetty
Producer: Namrata Vankudre
Film Link :