Satrajit Sen

Mahindra changes ad after digital feedback

The TVC was launched in the digital space and later modified based on the feedback.

Mahindra & Mahindra has come up with a new two-minute commercial for its XUV500. The film is based on the experiences of three young friends who decide to embark on a journey, together. However, what's noticeable in the advertisement is that the film was changed after feedback generated on digital media.

Mahindra changes ad after digital feedback
Mahindra changes ad after digital feedback
Created by Interface Communications, the ad is set in South Africa. The film uses Bollywood music to target the Indian youth.

The original version of the film showed the XUV500 with an Indian (Maharashtra) number plate in a South African setting. According to Mahindra, while making the commercial, it was debated and thought that it would be 'cool' to show the XUV500 with an Indian number plate going on a road trip to South Africa.

After the ad appeared online, there was much conversation about the apparent anomaly over the number plate. The company decided to act on the feedback and changed the number plate to a South African one.

The latest communication is based on the consumer insight that novel experiences are the new wealth in today's world. The TVC aims to inspire consumers to go on exciting road trips where the XUV500 can play an enabling role in the fulfilment of the brand hope, 'May your life be full of stories'.

Mahindra changes ad after digital feedback
Speaking to afaqs! about the need to change the TVC, Vivek Nayer, chief marketing officer, automotive division, Mahindra & Mahindra, says: "Mahindra made a conscious effort to listen and act on the feedback swiftly. The license plates were changed in the ad to a South African number plate using a specialised technique called Rotoscopy. The change and acceptance of customer feedback was duly noted and appreciated by the digital community and fans."

He adds that "the task was very challenging as it involved changing of the number plate frame by frame in every shot of the video. Since the vehicle was in motion, each shot needed to be synchronized with the surroundings and colour adjusted. We were able to manage it with some extra cost, which was less than what a re-shoot would have cost us."

Explaining how Mahindra generated the response on the digital platform, Nayer adds that Mahindra's social media communities were given a special privilege for the exclusive preview of the new TV advertisement with a two-minute uncut version of the television commercial.

"It has struck the right chord with Facebook fans and the YouTube community. The song has also been appreciated a lot and an audio version has also been released for music lovers. The final version of the TVC has already crossed more than 2.6 million views on YouTube," Nayer adds.

In January, Mahindra had unveiled a new visual identity which is now being used as part of the product name for Mahindra's mobility offerings and as an 'endorser' for Mahindra's non-mobility offerings. The company also unveiled a new millennium logo, which will be used only as a vehicle badge for Mahindra's mobility products.