Mahindra & Mahindra Ltd (M&M), India’s leading SUV manufacturer, recently launched its television commercial ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs.
Targeted at those who seek a multitude of experiences and an alternate and adventurous lifestyle beyond the ordinary and mundane, the new TVC propagates the core value proposition of Mahindra SUVs.
Speaking on the campaign, Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd. said, “As the leader in the SUV segment in India, over the years we have built a strong portfolio of brands with differentiated positionings and brand values. But one thing that holds all these brands together is the unique Mahindra DNA of making tough, rugged and stylish vehicles. Thus, we thought of making a film that underlines this DNA, which is the common thread binding our entire portfolio of SUVs together, while paying tribute to our customers who buy and use these vehicles. Further, in our consumer insighting studies we found that lifestyles in India are changing — SUVs are getting more popular and people are using them more and more not just for safe mobility in the cities and towns but also to get out into the countryside with their friends and family on long road trips, for example to Goa or to Gangtok, to visit exotic destinations they have always wanted to go to such as Leh or Kanyakumari, pursue their passion for off-road thrills and so on. This film leverages this trend very well because Mahindra vehicles with their unique DNA are best suited to offer this lifestyle to our customers and the film reflects this in an aspirational but relatable way.”
He further added, “Our new TVC ‘Live Young Live Free’ has a strong emotional connect which cuts across segments and exhorts people to join this movement of sorts. It is a testimony to the human spirit which aspires to the freedom to pursue one’s passion.”