Mumbai: In a campaign that redefines how automotive performance is showcased, Mahindra, in partnership with FCB India, has launched ‘THE’ Test Drive — a bold, real-world demonstration of its iconic SUV, the Thar ROXX. Instead of sidestepping Mumbai’s infamous potholes, the brand is embracing them — turning the city’s battered roads into a high-impact obstacle course that highlights the Thar’s durability, comfort, and 4×4 prowess.
Using Google Maps and urban planning data, FCB identified the most pothole-riddled routes within a 5-kilometre radius of a Mahindra showroom in Mumbai. The result is a bespoke test drive route — ‘THE’ Test Drive — where customers can choose to take the road less comfortable and put the Thar ROXX to the ultimate urban challenge.
“Using Google Maps and urban planning data, FCB mapped out the worst pothole clusters within a 5-kilometre radius of a Mahindra showroom in Mumbai. The result? Customised routes that turn the city’s pothole-ridden roads into a built-in obstacle course — putting The Thar ROXX – Mahindra’s legendary stylish SUV 4×4 power, rugged build, high comfort and advanced suspension to the ultimate urban test.”
As part of the campaign, Mahindra is giving customers a choice: a standard, smooth test drive or ‘THE’ Test Drive — the pothole-ridden, real-world terrain that proves what the Thar is truly made of. The initiative is further amplified through a powerful digital push, including an engaging video shared across Instagram and social media platforms, inviting Mumbaikars to experience the thrill for themselves. Watch the campaign here
Anusheela Saha, National Creative Director & Head of Design at FCB Neo, shared the creative insight behind the campaign, “Some ideas don’t just come from a brief — they come from the city itself. The potholes were staring at us, quite literally. And what better way to showcase Mahindra’s capability than turning an everyday frustration into a badge of honour? This storytelling is as real as the roads we drive on.”
Mohamed Bareche, Executive Creative Director at Horizon FCB Dubai, added, “To demonstrate the real-life readiness of ‘The’ SUV, we had to put it to the ultimate test. But that didn’t mean taking it off-road — it meant taking it to the streets. Only Mahindra’s Thar could take on the roads of Mumbai and prove that not even potholes will stand in the way of an Unstoppable Adventurer.”
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