On October 23rd, 2014, we updated our
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BRAND CAMPAIGN STRATEGY
Brainstormed by :
www.blitzkreig-winners.com By TEAM – Ad Hawks - Since 2013
Mahindra Pantero tied up with
Mahindra launched a Hindi site for
promoting the Pantero.
The Hindi version could only be viewed
on mobile phones while the English
version was available on desktops.
Mahindra launched an interactive
website dedicated to ‘Pantero’ –
showcasing 360 degree view and
information like specifications, features,
dealer locator, test ride bookings, price.
The focus has been mainly digital and
not on ground.
(all in all a very uninspiring and
irrelavent campaign has been running so
Background Study of Past Campaigns
Designed keeping in mind the travelling
woes of a Indian bike rider.
Backing of the brand Mahindra.
Longest in class SEAT.
Mileage of 79.4 kmpl.
Features -LED Tail lamps.
Functionality + Looks.
Poor awareness and visibility of Pantero.
Weak association of Mahindra in the 2
wheeler s segment.
Irrelevant and a Not so Catchy tagline.
Brand Mahindra's earlier bike's production
discontinued. (Mahindra Stallio)
No successful campaign post launch - hence
low top of the mind recall.
Perfect combination of Price, mileage and
Positioning as a commuter bike can play a
very strong role if campaigned properly.
Can initiate and explore a lot of unique
innovation and activation strategies - as it
came late in the entry level segment.
Competitors like - Hero Splendor, Bajaj
Discover, Yamaha SZ, Honda Dream Neo.
Inconsistency in positioning of the parent
brand - Mahindra.
Presence only in digital media. Non virtual
media presence is almost absent.
Very uninspiring advertisement and brand
“Home delivery of a test drive”
•Unique First Time In The World concept.
•To harp on functional benefit v/s user imagery.
•Approaching the target audience – instead of they visiting showrooms.
•Test drive location : TG’s home – office – home route, and not just a 1
km test drive
•Giving bikes to people for test drive near bus stands, metros, railways
and their offices for a day, and capture their experience/views.
•Using the captured experiences as a commercial to promote Pantero &
•Hence our TG becomes our Brand Ambassadors.
•This will help the brand to gain the emotional connect.
(We plan to phase out their irrelevant association with Panther and bring in a more
human angle to it)
to deal with
them for test
and tier 2
test drive ;
for a day
– office –
bites in the
The earlier campaigns were very boring and easily forgettable – hence
INEFFECTIVE. People found no relevance to those ads in their lives – our current
campaign is bound to change it all – where consumers will be able to relate to the
protagonist unlike the Panther.
Positioned as a comfortable Commuter Bike for office goers & long distance
Stress on functionality.
Connect with TG’s
emotions. Those who want
to ride the bike.
Heavy focus on
personal selling –
hence in their heart
Unique first time in the
Scope - Top of Mind.
Brand equity to
Stress on Panther and
maybe user imagery.
Connect with TG who like
and relate to Panther.
Heavy focus only in
virtual digital space –
hence in their spams
and recycle bins.
Clichéd always adopted
Scope - Out of mind.
Brand equity to dilute.
PARTICULARS COST BREAKUP
(Approx) in Rs.
150 new bikes for test drive
– Nation wide.
150 trained employee for
150 employees * Rs.10000 salary *
Fuel costs 150 bikes*Rs.3000 cost per
costs – Regional and
OOH, Transit Media, Digital, Print,
TVC and On -ground activations.
We are directly
reaching the target
Hence we can
opinions and gain
There is a positive
word of mouth
A one of its kind
launched for a bike –
leading to high recall
Supported by print
and OOH and also
Ads would be
the core value that
we derived during the
unique test drive
This would thus lead
to more people
purchasing the bike
and hence more
Hence a separate
brand identity for
Mahindra 2 wheelers
Finally a favourable
brand association for
Mahindra in the 2
How will this CAMPAIGN help the
Product/Brand and the Parent Company?
(always heading in the right direction)