Mahindra Duro rides into 24 cities with its outdoor campaign

By Surina Sayal , afaqs!, Mumbai | In OOH News | June 06, 2011
The two wheeler automotive company has rolled out an extensive campaign to communicate the 'durability and power' offerings of the Duro.

Mahindra Two Wheelers has launched a campaign for its scooter Mahindra Duro. The Duro comes with a 125cc engine and has the longest wheel base among scooters. It has adopted the tagline, 'Sab sahe phir bhi chalta rahe', and is being promoted extensively for its durability.

The company has launched an outdoor campaign in 24 cities across its key markets in Maharashtra, Gujarat and Punjab. The outdoor campaign consists of hoardings, bus shelters and street furniture (road medians).

Devendra Shinde, vice-president, marketing, Mahindra Two Wheelers, says that each outdoor format plays a different role in the campaign, where large hoardings are aimed at brand building, while bus shelters are more localised, giving out nearby dealer information and encouraging walk-ins.

While the outdoor was launched in mid-May and will continue through June, Shinde states that a TV commercial for the Duro also hit the air in April and will be seen till the end of June. "The visual linkage has been carried through from our TVC to the outdoor. The scenes from the TVC are captured well in our outdoor creatives, where one sees a man riding the scooter while descending a flight of stairs," explains Shinde.

The company has also worked on creating some interesting innovations on the hoardings, where some of these have a moving light across the stairs. Thus, on the hoarding, one stair is lit each moment, moving to the next, giving the impression that the scooter is passing these and thus descending the stairs.

Shinde shares that an experiential activity is also underway in certain markets. In this, a mobile van has been designed with similar steps, with the scooter placed at the same angle as seen in the ads. The van has also been covered with Mahindra Duro branding. Here, people can take a unique test drive with speed bumps and a steep road to test the durability and power of the vehicle.

Besides extensive outdoor and television, print is also being used as part of this campaign.

Interface Communications is the creative agency that has worked on this campaign. Percept has handled the outdoors and Lodestar Universal has handled other media.

The target audience that the brand aims to reach out to is males aged 35+, married with one-two kids, maybe running a small business or are shop owners, or a part of junior management.

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