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Mahindra———s New Mantra-———Live Young, Live Free———

By Motortrend India Staff   |   04 February,2013

Mahinda & Mahindra’s (M&M) new television commercial — “Love Young, Live Free” that went on air recently, is already creating ripples. Conceived to showcase the entire SUV portfolio of the India based carmaker, this new TVC propagates the core value proposition of Mahindra SUVs and is targeted at those who seek a multitude of experiences and an alternate and adventurous lifestyle beyond the ordinary and mundane.

Speaking on the campaign, Mr. 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 up 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 which 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, to go for long road trips, for example to Goa or to Gangtok, 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 a very 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.”

Robby Mathew, National Creative Director, Interface Communications said, “We crafted the film keeping one desired viewer reaction in mind. And that was, “I want to be there. I want to do that.” Every single moment in the film was designed to that end. The film also features never-seen-before visuals in stunning locations. The music is the glue that holds it all together with a plea – to live free. To live the life you’ve always wanted to live.”

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