Mahindra & Mahindra Ltd., part of the US $ 20.7 billion Mahindra Group, today, announced the launch of a new marketing campaign for its premium multi-purpose vehicle Marazzo.
Christened #ChooseTogetherChooseRight, the campaign will debut an all-new television commercial (TVC) that promises to build a strong emotional connect with family-car buyers by bringing to life the power of coming together to make important life-choices.
The multi-media campaign will go beyond television to leverage digital and social media and on-ground and dealership activation to engage with consumers and celebrate the choices they make together as a family.
The new Marazzo campaign is based on the insight that the modern Indian family comes together to make big life-choices. This stems from the aspiration to always provide the best for the family in all important aspects of life, including the choice of the new family-car. Marazzo seeks to establish a strong emotional connect with family-car buyers by acknowledging these realities and, indeed, celebrating them in the new campaign.
Speaking on the launch of the new campaign, Veejay Nakra, Chief of Sales & Marketing, Automotive Division, Mahindra & Mahindra Ltd. said,
The insight-based TV commercial aims to amplify the collective role of today’s family in the choice of a new car. It also corroborates on the ever evolving role of women in making family decisions, in this case, choosing Marazzo as the family-car. We are confident that the new campaign will inspire many customers, who are keen to upgrade from a hatchback or a compact sedan, to collectively choose the Marazzo.
Born of an engineering collaboration between Mahindra Automotive North America (MANA), Detroit and Mahindra Research Valley (MRV) Chennai, the Marazzo has been engineered for excellence to ensure a smooth ride, agile handling, the quietest and fastest cooling cabin in its class and a comfortable cabin with ample space. The Marazzo’s streamlined and aerodynamic design is an outcome of the collaboration between Pininfarina, Italy and the Mahindra Design Studio in Mumbai.
Creative Agency: FCB Interface
Creative Team:
- Robby Mathew
- Ferzad Variyava
- Zarwan Divecha
- Mayuresh Natalkar
- Sagar Juneja
Production House: Rabbit Hole Films
Director: Shujaat Saudagar
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