A new campaign from Mahindra Truck and Bus via FCB Interface India has tapped Ajay Devgn to re-enact the iconic split he did on two motorbikes in the 1991 film Phool Aur Kaante but this time on two FURIO 7 trucks. It also bears resemblance to Van Dam’s iconic “Epic Split” spot for Volvo back in 2013. But Devgn holds credit as the first and doing it on motorbikes is well, pretty awesome.
“Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 bikes,” said Robby Mathew, Vice Chairman and Chief Creative Officer, FCB Interface. “Marry that classic image with Mahindra’s unique proposition of 2 guarantees and you end up with the key imagery for the 2021 campaign!”
“The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them,” added Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd.
“Now Mahindra FURIO 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behavior and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”
Client: Mahindra Truck and Bus
Agency: FCB Interface
Chief Creative Officer: Robby Mathew
Account Management: Ruchita Purohit, Swapnil Jadhav, Muntazir Zaidi
Creative Team: Vinay Amritfale, Ashutosh Joshi
Account Planning: Saurabh Jaiswal
Agency Producers: Alpa Jobalia, Ashish Barot
Director: Divyansh Ganjoo
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