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Mahindra Xylo promises 'Happy Legs' in its new campaign

By Antara Ghosal , afaqs!, New Delhi | In Advertising | May 18, 2010
Mahindra Xylo has come up with a new interpretation of its original propositioning of 'The Time of your Life'

In yet another attempt to veer away from being seen as just another MUV, Mahindra Xylo has come up with a new interpretation of its original proposition of 'The Time of your Life'. 'Happy Legs', the new positioning, highlights Xylo's proposition of space, comfort and its innovative features.

In the MUV segment, Xylo is pitted against the likes of Toyota's Innova and Chevrolet's Tavera. In addition to this, it also targets customers of other SUVs and sedans.

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According to Vivek Nayer, senior vice-president - marketing, automotive division, Mahindra and Mahindra, it has been a successful journey so far for Xylo, which was launched 15 months ago. "We are doing quite well in terms of numbers sold. We are doing well compared to Linea and Jazz, which were launched around the same time."

Since the beginning, Xylo has never restricted itself to just one segment. Focusing on its looks and spacious interiors, the vehicle always aimed to cut across segments. In fact, the teasers of its launch campaign claimed the end of sedans.

That's because although it is an MUV, the Xylo was never positioned as a family car. "This would have been an easy way out for us. We think that this segment of people will look at us anyway; but we wanted the sedan guys to look at us and see what we have to offer, over and above what sedans offer," Nayer explains.

The primary TG for Xylo continues to be those in the age bracket of 30+, reasonably successful, and those who love to travel and have a good time with friends and family.

A 40-second film highlighting the new positioning of the brand has also been launched. Fashion photographer, Atul Kasbekar has been roped in as the face of the new TVC. Made by Interface Communications and directed by Paris-based international director Jonathan Lennard, the TVC focuses on the space aspect of the vehicle, and shows how Kasbekar uses his Xylo to offer better space and comfort for models during a shoot.

"We used tall models and fashion photographer, Atul Kasbekar, who is very tall himself, to highlight the spacious interiors of the car. Also, they added to the glamour quotient of the ad," explains Shireen Ama, senior vice-president, Interface Communications.

Speaking on the need for coming out with a new campaign, Nayer says, "We felt the need to move ahead with a fresh execution of our proposition, to make it more appealing. We saw different scripts; but the one we chose was that of a photographer and his models, and how they make use of the spacious interiors of the car to do a photo shoot. Accordingly, we signed Kasbekar, and featured him with his models."

Other than TV, the campaign can be seen on print and digital media.

Prior to the campaign break, a consumer contest around the TVC was launched on Twitter. Around 7,000 hits were received on the contest site on the first day itself. In keeping with the theme of the TVC, consumers were required to answer some questions to win prizes.