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Mahindra First Choice Services launches its first television commercial

By Snehojit Khan , afaqs!, New Delhi | In Advertising | January 27, 2016
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The approximate spends for the month-long campaign is close to Rs 10 crore.

Mahindra First Choice Services (MFCS), a chain of multi-brand car service workshops, has launched its first television commercial titled 'Free ke baad First Choice.' Created and executed by The Lonely Cloud Consulting Company, the month-long multimedia campaign will be run across television, outdoor, radio, online, and the print mediums.

Mahindra First Choice Services, Free Ke Baad First Choice campaign

Mahindra First Choice Services, Free Ke Baad First Choice campaign

The main aim of the campaign is to inform car owners that they now have an option at the end of their free service period. Mahindra First Choice Any Car Service offers car owners an alternative by which they can avail advice, technical and assured quality of service, and are charged only wherever necessary, with the help of the company.

Mahindra First Choice Services, Free Ke Baad First Choice campaign

Mahindra First Choice Services, Free Ke Baad First Choice campaign

YVS Vijay Kumar

Alok Kapoor

Rajan L Narayan

YVS Vijay Kumar, CEO, Mahindra First Choice Services, says, "We are delighted to announce that we have scaled our Multi Brand Organised service network to 100 workshops across 15 states with a robust spare parts and service supply chain. This campaign is to take the unique positioning of 'Free ke baad First Choice' -- MFCS being the destination for car service post free service period."

Alok Kapoor, head, marketing and franchise development, Mahindra First Choice Services, says, "The campaign is based on the customer feedback received through various market research conducted in the last three years. The TVC, which has a humorous undertone, brings out the key message which every car owner is familiar with -- the pains and perils of getting your car serviced once the paid service period is over. The consumer gets the feeling of behaviour change and implied costs of car maintenance. And, therefore, looks out for honest advice and assured quality of service. We hope that with this campaign, customers will be able to relate to the concept which is straight out of a real-life situation."

Commenting on the campaign, Rajan L Narayan, founder and principal consultant, The Lonely Cloud Consulting Company, says, "We understood the concerns and saw an opportunity to create a humorous campaign to address those concerns. The TVC establishes a contrast between the free service period and the paid service period -- how the behaviour of the customer and service advisor (workshop) change towards car maintenance. During the free service period, the customer is king, he has the upper hand, asking service advisors to do work which may not be required since there is no cost. Once that period is over, the service advisor starts behaving like a king, and tries to oversell things which may not be required, thus creating a doubt in the mind of the customer."

Established in 2008, Mahindra First Choice Services (MFCS), a wholly-owned subsidiary of Mahindra & Mahindra, is a chain of multi-brand car workshops across Indian cities such as Bengaluru, Chennai, Coimbatore, Ghaziabad, Hyderabad, Kochi, Mumbai, Nagpur, Nashik, Nellore, Noida, Pune, Ranipet, Surat, Vapi, Villupuram, Moga, Zirakpur, Madurai, and Neyvelli, with a combination of COCO & FOFO workshops. MFCS expands its network in clusters with each cluster comprising a geographical region within a radius of around 250-300 km. Each cluster has a 'cluster warehouse' which supplies spares to all the workshops in that particular cluster. Currently, the company operates clusters in Chennai, Coimbatore, Madurai, Kochi, Bengaluru, Hyderabad, Vijayawada, Mumbai, Pune, Nagpur and NCR. It also provides cashless insurance facility with insurance companies.

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