Mahindra's were very much into promoting sports. The ad at the top was for corporate branding. the headline went : "You either have them or you don't" the visual of various "balls" completing the thought!! The body copy was more sedate and pithily said " Mahindras, a company that builds champions. On the field and off the field."
Golf was the favourite sport in the company board room. While promoting it, our attempt was to demystify the game and make it simple and interesting to the general public. The cartoon strip was actually placed on 4 corners of a page (10 col cms each) and first carried in the Afternoon Despatch & Courier. The ad was effectively 40 col cms but dominated the page!!!
The Squash event campaign involved a series of different interpretations of the word 'squash' appearing in successive right hand pages of the newspaper (Midday). The actual word and event were revealed in the 4th page!! This won us a nomination at the CLIO awards in 1997, the finalist certificate at New York Festivals in 97 and was featured in the Annual 6 of the New York Festivals.
The campaign was originally conceived in black and white by Zubin Driver and Meetu Mahabaleshwarkar. It was however rejected by the Client. I am proud that along with Ganga and Nalesh we resuscicated this work and got it released. It took a lot of selling but when done in colour the campaign looked different!
CLIENT FEEDBACKAnand Mahindra Feedback
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