Mahindra Thar: An auction that built price premium

Rohit Mani, Pranav Shetty

During the Covid-19 pandemic, Thar, a car brand, launched an auction to increase price perception and sales volumes.

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...

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