2. Background
• Mahindra Genio is a 1.25 ton load-carrying utility vehicle pick-
up truck designed with modern technology and looks
• Mahindra launched the Genio in late January 2011
• Aimed squarely at a segment that utilises this vehicle for
captive use – SMEs that need an in-house transport solution
available to them at all times
• Genio is not only helps SMEs in transportation of goods but also
elevates the image of the organisation with its up-to-date
aesthetics
3. The Challenge
• Traditional media, BTL activities like road shows and events and
online campaigns resulted in limited success
• Mahindra Genio needed its reach to explode right from the day of
launch
• This mandated the need for detailed product benefits and
specifications to be within round-the-clock reach of the potential
buyer
• Traditionally, auto manufacturers have carried an SMS short-code to
capture interest of a buyer. A call center would then personally
contact the potential buyer and hand-hold him through the buying
cycle.
• This route not only posed challenges of not being available 24/7 but
was also limited by number of languages on offer
4. The Need
• Create a differentiated communications channel in the
commercial vehicles segment
• Provide the potential buyer with the convenience of 24/7
access along with the flexibility of accessing information as
desired
5. The Insight that matters
• While all SMEs are not online, all SMEs and its worker base uses
mobile phones making it the medium of choice to establish
constant contact
6. The Solution – Genio Expert Line
• A novel multi-lingual mobile solution to bring benefits of a
website to a phone call
• Prospects can dial in OR receive a call back 24/7 from an
Automated Interactive Voice Response System
• Designed to detail every aspect of the Genio using a purpose
built ‘Voice-Site’ – A first in the commercial vehicles space. In
fact, the first in the Indian automotive market
• Probably a first for a non-banking non-service product
Genio Expert Line Dial 9004015015
7. Mahindra Genio IVR – flow
Genio Expert Line • Number was published on the Print ads,
no. Standees at dealer office, POS
Call on the No. • People interested in buying the vehicle called
Choose the • Customer can select the language he wants to
Language hear the message
• For features Press 1
Press 1 , 2, 3, 4, 5 • For innovation Press 2
…. for details • For Test Drive press 4
• To talk to us press 9
8. The Results
• Genio Expert Line helped us reach thousands of SMEs
• Multiple languages helped us cut across the Indian diversity
• In a period of 1 month, we generated 15%test drive & sales
worth Rs. 2.7 cores at the cost of Rs. 5 lakhs only
