MRF, with Lowe Lintas Chennai as its partner in achieving its communication goal, has roped in Indian national cricket team’s captain Virat Kohli to promote the attributes of SUV tire brand MRF Wanderer in India.
The campaign seeks to celebrate the warrior-like instinct and determination — trademarks that are popularly known in both the Wanderer and the ace cricketer.
Sharing his views on the new brand campaign, Koshy K Varghese, Executive Vice-President Marketing, MRF, said, “MRF Wanderer tires are designed for those who never settle for the mundane and venture off the beaten path. Our communication this time has taken a more aggressive twist and a fresh perspective on the core brand positioning – Tread Anywhere. Lowe Lintas Chennai has portrayed the true Wanderer spirit by using Virat’s Samurai tattoo and his passion for adventure as exceptional creative devices. We believe that this new film will resonate well with those who chase adventure.”
Elaborating on the creative strategy behind the campaign, Arun Iyer, Chairman & Chief Creative Officer, Lowe Lintas says, “Every Wanderer has a story to tell – be it the user or the product. We have tried to capture the spirit of that story through the eyes of Virat Kohli. While Virat is a samurai on the field, MRF is a master of the roads – and both are adventurous when it comes to chasing their passion. This thought has been captured well in the new campaign.”
Creative: Arun Iyer, Bikramjeet Ghosh, Gowthaman K, Gous Basha
Account Management: Hari Krishnan, N J Ramesh, Varghese John, Nivedita Simon
Production House: Mindblowing Productions (South Africa)