Mahindra’s new XYLO TVC ‘Happy Legs’ brings
Auto & Fashion on the same platform
• Ace fashion photographer Atul Kasbekar is the face of the new TVC
• Campaign communicates Xylo’s luxurious Space & Comfort in a cool and trendy manner
• Reiterates its proposition of ‘ Time of your Life ’
• Consumer contest around the new TVC, which debuted first on Twitter
Mumbai, May 12, 2010: Mahindra & Mahindra Ltd. (M&M) has announced the launch of its new TVC for one of its best selling brands, the Xylo. Christened ‘Happy Legs’, the TVC aims to give a whole new dimension to Xylo’s proposition of style, space and comfort, in keeping with its theme of ‘Time of your Life’.
India’s top fashion photographer Atul Kasbekar has been roped in as the face of the new TVC.
The 40 second TVC which is shot in a cool and trendy setting at Goa, showcases the luxurious space and comfort of the Xylo. The film highlights the Xylo’s proposition of space, ride comfort and its innovative features such as flab bed seats, drop down snack trays, the individual air conditioning vents, and many more. The commercial amplifies the term ‘Happy Legs’ by bringing together two things people feel quite passionate about – Auto and Fashion.
With Atul Kasbekar as the brand ambassador, the new TVC keeps with its positioning of ‘Time of your Life’ with trendy music and stylish visuals. The rationale behind his presence in the TVC is not only that Atul is India’s leading fashion photographer but also the fact that he shares a very good rapport with his models. As the TVC highlights, he calls in his Xylo just to offer better space and comfort for his models during a shoot.
Speaking on the launch of the campaign, Mr Vivek Nayer, Sr. Vice President - Marketing, Automotive Division, Mahindra and Mahindra said, “Xylo has set new benchmarks in luxurious Space & Comfort during road travel. This campaign is a refreshingly new interpretation of these key benefits through coining of the term ‘Happy Legs‘. The campaign captures the Brand proposition of ‘Time of your Life’ very well and who better than ace Fashion photographer , Atul Kasbekar , along with some glamorous models to portray this so credibly on screen ! ”
The film has been made by Mahindra’s Creative agency Interface Communications and directed by Paris based International Director Jonathan Lennard, who himself was a Fashion and Celebrity photographer earlier. Jonathan who other than having been associated with international brands such as L’Oreal and Sony Cybershot has shot Bollywood stars too.
Prior to the campaign break, a pioneering consumer contest around the TVC was launched for the first time on Twitter and it received a path breaking 7000 hits on the contest site on the first day itself. In keeping with the theme of the TVC, consumers were required to answer three simple questions to win exciting prizes. The campaign will also run on print and digital media platforms.
About The Mahindra Group
Mahindra embarked on its journey in 1945 by assembling the Willys Jeep in India and is now a US $6.3 billion Indian multinational. It employs over 1,00,000 people across the globe and enjoys a leadership position in utility vehicles, tractors and information technology, with a significant and growing presence in financial services, tourism, infrastructure development, trade and logistics. The Mahindra Group today is an embodiment of global excellence and enjoys a strong corporate brand image.
Mahindra is the only Indian company among the top tractor brands in the world and has made an entry in the two-wheeler segment, which will see the company emerge as a full-range player with a presence in almost every segment of the automobile industry.
The Mahindra Group expanded its IT portfolio when Tech Mahindra acquired the leading global business and information technology services company, Satyam Computer Services. The company is now known as Mahindra Satyam.
Mahindra's Farm Equipment Sector is the proud recipient of the Japan Quality Medal, the only tractor company worldwide to be bestowed this honour. It also holds the distinction of being the only tractor company worldwide to win the Deming Prize. The US based Reputation Institute ranked Mahindra among the top 10 Indian companies in its Global 200: The World's Best Corporate Reputations list.
Mahindra is also one of the few Indian companies to receive an A+ GRI checked rating for its first Sustainability Report for the year 2007-08 and has also received the A+ GRI rating for the year 2008- 09.
For further enquiries, please contact:
Ms. Roma Balwani
Senior VP & Head - Corporate Communications
Mahindra & Mahindra Ltd
Phone: (+91-22) 24975176
Fax: (+91-22) 2490 0830
Email: balwani.roma@mahindra.com
Posted By RASRAJ