The automotive division of Mahindra's was handled by Enterprise Advertising. We pitched and won the account from them. The Voyager campaign was based on the feature of roominess. This was dramatically shown in the layouts above. The film featured a glass shell on a chasis so that the "big picture" or the dramatic rendition of the benefit could be carried across media.
The Great Escape was event for Mahindra 4 wheel drive owners who saw themselves as macho, adventure seekers. It was a drive which was across rugged terrain that pushed the driver and vehicle to the limits. The campaigns were done for various locations... the first one was in Delhi (cute cars wont make it... was a swipe at competition:)), the blockbuster cinema feel was for the Bhopal were films were the staple entertainment mode and then Goa and Mumbai.
Paul Menacherry was the writer on this with Ganga and Nalesh providing guidance. Ganga did the whole hog and converted the Delhi event creatives into a film using the ads as full supers interspersed with rally footage.
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