Mahindra & Mahindra (M&M), India's leading SUV manufacturer, has launched a new television commercial (TVC) for its recently introduced new avatar of hugely successful Xylo. The new TVC continues with the Xylo's brand promise of 'time of your life', and aims to give a whole new dimension to Xylo's first makeover.
The communication task was primarily to focus on the makeover as well as highlight the changes in design and styling of the Xylo. The new film uses a car wash as a device that stimulates intrigue and dramatizes the makeover of the car. The automated carwash, not only washes the car, but gives it a makeover that changes its looks and appeal as well. Ace fashion photographer Atul Kasbekar, continues as brand endorser as he moves around town with his glamorous long legged models.
Speaking on the launch of the new campaign, Vivek Nayer, senior vice president - marketing, automotive division at M&M, said, "The creative idea of using a car wash to depict a make over reveals the stylish New Xylo in a fun and clutter breaking manner. And as before, the dashing fashion photographer Atul Kasbekar and his tall leggy models add to the cool and trendy quotient. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase."
Robby Mathew, national creative director at Interface Communications said, "Communicating the styling changes in a vehicle can become very literal and boring. Hence the idea of a visit to a car wash which cascades into a car makeover, thus revealing the stylish new Xylo."
The new Xylo is more stylish, premium, technology packed and gives enhanced value to the customer. The new advertising campaign is a refreshingly new interpretation of the makeover that the Xylo has gone through, to emerge more stylish, sleeker and spirited. The Mahindra Xylo brand is all about fun, style and having a good time with friends, and the new TVC truly lives up to the brand's philosophy of enabling people to have the 'Time of their Life'. The creative agency for the TVC is Interface Communications.
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