'Taqdeer badal de', Mahindra commercial vehicles' new spot tells viewers

[caption id=“attachment_93556” align=“alignleft” width=“380”] A screenshot from the film[/caption]

Mahindra&MahindraLtd has launched a new TV-led campaign for its commercial vehicles portfolio. Created by Interface Communications, the campaign intends to highlight the brand’s commitment to partnering with customers in their journey towards progress and prosperity, in keeping with the company’s philosophy of ‘Rise’. The tagline for the commercial is ‘Taqdeer badal de’.

Speaking about the new campaign, Vivek Nayer, CMO, Automotive Division,Mahindra&Mahindra said, “Mahindrais not only the number one player in the Indian Pick Up segment, but also offers the widest range of small commercial vehicles known for their tough and rugged design, low maintenance cost and high fuel efficiency. Further, our commercial vehicle owners have a unique bond with theirMahindravehicles. It provides them with the means to fulfill their aspirations to achieve progress and prosperity which is completely in line withMahindra’s core purpose of Rise. With the new commercial vehicles portfolio film, we intend to further cement this partnership and the deep emotional connect that theMahindrabrand has with its customers.”

The film’s storyline highlights five individuals who own different vehicles fromMahindra’s commercial vehicles range and propagates the vehicles’ ability to shape their destinies. It begins with a young man showing his wife the proposed plan to a grand house. The VO asks the viewers, “Who says that fate is in the hands of the Almighty?” Cut to the scene where a man forgets his wallet in an autorickshaw; the driver dutifully hands it over to the man and does not accept any money. The VO then asks, “Who says everyone bows down before wealth?” Next, a man is bringing home a bicycle as a surprise for his sleeping daughter, while the VO asks, “Who says one needs to sleep in order to dream?” The scene then moves to a young man who is entering his lavish home and seeking the blessings of his grandmother. He points out to all their Mahindra pick ups and the general prosperity. The VO asks, “Who says that one receives nothing more than he deserves and before time?” The last scene focuses on a driver of a Mahindra who is trapped in a major jam, and bypasses it all by going on a rough terrain? The VO asks the viewer “Who says that good things come to those who wait?” The ad signs off with how drivers Mahindra write their own destiny.

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Watch the ad here:

The TVC is the second one from the brand after its Live Young, Live Free’ campaign for which showcased its personal range of vehicles.

Speaking about the newest campaign, Robby Mathew, national creative director, Interface Communications said, “Making this TVC was challenging as the previous campaign ‘Live Young, Live Free’ had already created a benchmark of its own. Through this film we have tried to communicate the aspirations of rising Indians who dream to prosper withMahindracommercial vehicles.”