Mumbai: MRF Tyres has always rallied behind the team and its players in pushing the cause of the sport in India. Whether the ICC Cricket World Cup 2015 where it was the Global Partner or other such top-rated cricketing properties, MRF has always essayed a supportive role by putting out communication that is strikingly unique.
Partnering MRF in achieving its communication goal over the years is Lowe Lintas Chennai that has been instrumental in managing the communication objective for the tyre brand in India. In its latest initiative, Lowe Lintas Chennai has announced the launch of an integrated marketing campaign that promotes the attributes of SUV brand, MRF Wanderer in India.
To refresh the brand’s proposition, MRF Wanderer has got its brand ambassador and Indian cricket captain, Virat Kohli to communicate the core message to the audience. The campaign seeks to celebrate the warrior-like instinct and determination — trademarks that best define both the Wanderer and also the ace cricketer. Much like the cricketer himself, MRF too has been treading the Indian roads with great determination and its warrior-like approach has made it the tyre of choice for many Indians.
The new integrated brand campaign by Lowe Lintas Chennai seeks to bring alive the Samurai spirit in people who like to explore their limits and even go beyond by challenging themselves – and what better face to push forward this thought than one of India’s best known Samurai, Virat Kohli.
Sharing his views on the new brand campaign, Koshy K Varghese, Executive Vice-President Marketing, MRF Ltd., said, “MRF Wanderer tyres are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.”
In the film titled ‘I dare to Tread Anywhere’, the capabilities of the MRF Wanderer tyre are brought to the fore by drawing a parallel with Virat Kohli’s Samurai warrior spirit. Whatever the terrain or journey, a true adventurer never backs out and takes on the challenge with ease. As on the cricket field where Virat has always let his warrior-like approach do wonders for the team, so is it for MRF Wanderer whose “Tread Anywhere” proposition has enabled drivers to wander far and discover remote, inaccessible places with ease.
Elaborating on the creative strategy behind the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas says, “Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.”
The campaign has been launched today and will span the online and offline routes including Television, Print, Outdoor and Digital.
Client: MRF Ltd.
Agency: Lowe Lintas, Chennai
Creative: Arun Iyer, Bikramjeet Ghosh, Gowthaman K, Gous Basha
Account Management: Hari Krishnan, N J Ramesh, Varghese John, Nivedita Simon
Production House:Mindblowing Productions (South Africa)