Mahindra Thar: An auction that built price premium

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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands