Campaign details
Brand: Mahindra TharBrand owner: Mahindra & MahindraAgency: The Womb Communications LLPMarket: IndiaSector: SUVs, 4x4sMedia channels: Public relations, Social media, Websites & micrositesBudget: Up to 500k
Executive summary
How do you exponentially increase the price perception and sales volumes of the premium edition of a much loved, rarely bought, cult two-door SUV during Covid times?
The answer: engineer a highly visible and competitive auction for the first all-new Thar.
One that created lots of participation, word-of-mouth (WOM) and PR coverage, as well as over 5,500 signups for the auction, a...