MG Hector: It’s A Human Thing

Mainak Bag

MG, the automotive brand, successfully launched the Hector SUV in the Indian market by humanising the car's technological features.

Campaign details

Brand: MG MotorBrand owner: SAIC MotorLead agency: Cheil IndiaCountry: IndiaIndustries: SUV, 4x4sMedia channels: Content marketing, Events & experiential, Livestreaming, Online video, Public relations, Television, Websites & microsites, Word of mouth, influencersBudget: 5 - 10 million

Executive summary

How did a forgotten Chinese-owned British car brand find a serious place in a market that was in deep slowdown, with a product whose real strength ran the risk of being ignored as just a fringe benefit, and still achieve its yearly target in just 20 days?

MG...

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