Jungles, deserts, hills are the heroes of M&M's new ad

Mahindra shows off its SUV range in a new two-and-a-half-minute-long spot.

SUV manufacturer Mahindra & Mahindra has launched a sequel to its popular television commercial, 'Live Young, Live Free' to showcase its complete portfolio of SUVs.

Targeted at those who seek varied experiences, the new ad talks of freedom and adventure, and takes the core value proposition of 'Mahindra SUVs enabling lifestyle enhancing experiences' to the young.

The two-and-a-half-minute-long film, just like the youngsters it shows, ditches the cityscapes for rough terrains, green fields, the waters and clear skies. It reflects the ethos of this era, and the weekend culture that's popular among millennials.

Commenting on the insight behind the campaign, Vivek Nayer, chief marketing officer, automotive division, Mahindra & Mahindra, says, "As part of our consumer insight studies we 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."

Therefore, in addition to the TVC (shorter edits of the film), print ads and content marketing strategies, the brand has also introduced a LYLF (Live Young, Live Free) app which will act as an enabler to planning and sharing the experiences of road trippers. It has inbuilt safety features and is also interactive. This app has been designed to be a self-propeller when it comes to driving regular engagement through gamification and notification features.

The irony is palpable... but, that aside, we asked Robby Mathew, chief creative officer, FCB Interface, about the need to revisit the popular theme after four years. "Being the leader in SUVs, Mahindra wanted to create an anthem of sorts for its SUV range. So, we decided to take the 'Live young, Live free' thought to the next level. Unlike the previous campaign in which the track was used only as a background score, this time you can see the road trippers in the film humming/singing it," he shares.

The ad was shot at multiple location including Ladakh, Shillong, Assam and Jaisalmer in about 12 days. Commenting on the challenges remaking a successful ad film, Mathew adds, "Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Thankfully 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."

Inspired by the original 'Live Young, Live Free' score from the 2012 campaign, this track is a blend of genres such as hard-rock, dub-step, Carnatic, Hindustani and folk.

Review

Anindya Banerjee, executive creative director at Scarecrow Communications, says, "When Anand Mahindra tells you to join a movement, you sit up and take notice. Then he backs his story with a beautifully shot commercial. And mentally you give full marks to the agency, the DOP and the director."

Banerjee finds the commercial as entertaining and beautifully shot as the earlier one, but he thinks that it could have pushed the idea a little more.

"It sends your adrenaline racing. The track is as fantastic as ever. Communicating the message as a movement is a good strategy, something that will be loved by the youth. But unfortunately, the commercial itself does lip service to the surrounding elements of the movement. The 'Download the App' call to action is relegated to the bottom and is hardly seen. The Mahindra Auto website has some trivia about the shooting locations and little else. It all seems a bit scattered right now. I'm sure, it will seem more cohesive once all the elements are in place," he adds.

While Kalyan Ram Challapalli, chief strategic instigator, Wolfzhowl Strategic Instigations, appreciates the jingle and the production values of the film, he doubts whether a LYLF personality type will even remember it.

"Nike decided it was not in the business of selling shoes and accessories, but in the business of encouraging people to 'just do it'. It identified that lack of immediate incentives (read results - weight loss etc) as the key reason behind people not pursuing their fitness goals. Hence NIKE+ was born to encourage them to run/exercise by providing them with several immediate incentives. As a brand which was encouraging people to run/exercise, it was poised to benefit the most if more people did that. This is the way brands should be engaging consumers in the 'digital+' age," he insists.

He questions that if the insight at work is - people seeking experiences and that too, off-roading, then why not enable that, instead of merely doing a film to confirm the trend. It is not as though consumers are unaware of it.

"Mahindra has one of the largest range of rugged vehicles. If it wants to appropriate this and also champion off-roading, then yes, it is a good objective. But when you have launched an app called LYLF, why not do new-age engagement around that? Why not create acts which encourage people to join this movement, this tribe of Mahindra off-roading?" he quips.

Challapalli thinks that this could also have been a chance for Mahindra to have spoken about them having a unique 'off-roading DNA' and how the proof of that is their range of vehicles. "Sadly, they have not done that either. I am a very proud owner of a Mahindra XUV 500 - W10 and have done a lot of trips, I also have a Club Mahindra Membership and as both, a strategist and a loyal consumer, I feel this was a huge opportunity missed by Mahindra," he rues.