The Mahindra & Mahindra campaign has been conceptualised by FCB Interface and aims to embody the emotions of freedom and adventure as suggested by the tagline, 'Live Young Live Free'.
Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.
The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.
Watch the spot here:
Speaking about the campaign, Vivek Nayer, chief marketing officer, automotive division, Mahindra & Mahindra Ltd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”
Nayer further added, “As part of our consumer insight studies we also found that with changing lifestyles, one of the key emerging trends was the growing number of road trippers in India, and the consequent increase in the sharing of experiences through social media. Our customer value proposition is at the heart of this trend. Hence while we have our TVC, print ads and content marketing strategy to amplify the Live Young Live Free communication, the newly introduced LYLF app is an enabler to plan and share the experience of road trippers.”
Robby Mathew, chief creative officer, FCB Interface said, “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”
Source: ETBrandEquity | January 21, 2017, 08:25 IST
