Customized brand solutions pitched to Mahindra Bolero new release

1. MAHINDRA BOLERO 94.3 MYFM

2. CAMPAIGN THEME
• Powerful Car With Italian Design !
• MAHINDRA BOLERO…. A vehicle That
#TakeonAnything
• A true legacy in Indian Auto industry since
2000s which has taught every one to not shy
away from challenges but to Take on Anything!

3. Mahindra & MYFM
Presents
MUSAFIR HOON YAROON - MY Off-Roading
Experience with Bolero
• A unique campaign on MYFM wherein the new & old Mahindra Bolero
Owners will narrate their “off roading” ride experience with the MYFM
listeners
• User Generated Content - The owners will give details on how they love
travelling , the decision to buy Mahindra Bolero, off road destination
details for other travelers & ways to reach such destinations, social media
post with hashtag #TakeonAnything tagging @MahindraBolero &
@MYFM
• The experience stories will have Bolero owners mentioning the rugged &
powerful engine features (new BS6 & mhawk75 engine) & how the Italian
interior design has given spacious comfort to fellow passengers during the
trip
• MYFM RJs will urge listners to share their‘off road experience drive’ with all
new Mahindra Bolero & post it on facebook tagging @MahindraBolero &
@MYFM with hashtag #TakeonAnything
Idea 1

4. MYFM RJs to Take
Mahindra Bolero’s
The Off Road Adventure
Challenge
Concept
India has got best of off road trails like Little
Rann of Kutch, Gir Forest National Park Route
2-6 , The Thar desert in Rajasthan etc. MYFM
RJs will take on the Mahindra Bolero’s ‘The
Off Road Adventure challenge’ in one of the
selected off road tracks of India
demonstrating their Daring & Adventurous
side #TakeonAnything
The RJs will be tag up with India’s most loved
Off-Roading expert influencers/youtubers
who will be helping them in achieving their
challenge
Idea 2

5. EXECUTION
• Studio Shift - Test drive challenge with Top MYFM RJ in a Studio shift
• Pre Promotion & Hype
RJ mentions on how excited & nervous he/she is to explore the adventurous off riding with a well known off
roading auto expert. Studio invite of the expert wherein he/she will be narrating their previous experience
(Plug in of All New Mahindra Bolero & mentioning why its one of the powerful cars to be driven on such
roads)
• One day before the Challenge :
On air promotion:
Promos & RJ Mentions promoting the Off road adventurous challenge
Digital promotion:
Picture posts of how the track looks like & stay tuned for the adventure on Bolero with MYFM RJ

6. THE CHALLENGE DAY - EXECUTION
#AdventureAlert
#TakeonAnything
MYFM RJ Going Facebook Live during entire Adventure
- The entire off roading experience will be go Live from MYFM RJ’s Facebook handle
- The off roading auto expert/influencer to give insights on the beautiful Italian interior design
& also the Powerful engine specs of Bolero needed to successfully complete the challenges
during off roading ride
- The entire experience will showcase the adventure of driving on off roading tracks & much
needed passion in life to #TakeonAnything with all new Mahindra Bolero. The customized
video will be uploaded on MYFM’s social media & Youtube page tagging @MahindraBolero

7. MYFM & MAHINDRA BOLERO
Presents
Powerful Mashups OLD vs NEW Bollywood
Songs
Idea 3