PITCH • WIN • SOCIAL MEDIA • VIDEO • PRODUCT LAUNCH

Creative Director / Writer

Mahindra is a multinational manufacturing corporation based in Mumbai and one of India's Fortune 500 companies. In 1947, its founders, the Mahindra brothers, licensed the rights to manufacture the "Jeep" used in World War II, which had been designed in America and built by a variety of companies (such as Willys and Ford) during the war.

Since then Mahindra has built various iterations of the vehicle, and in 2018 began importing its parts to Detroit to assemble and market it in the US as an off-road vehicle (not for street use) called ROXOR.

StudioTEN, a creative division of Motor Trend and owned by Discovery Networks, was one of the agencies pitching the account, and hired me to help with the pitch, and then the product launch when the account was ultimately awarded. As the launch agency for ROXOR, we created a campaign consisting of...

1-4. SOCIAL MEDIA TEASERS
In the months prior to launch, social media posts on Instagram and Facebook included static ads and :15 videos that hinted at the vehicle without revealing it.

5-9. LAUNCH CAMPAIGN
Social Posts and ads for launch showed the vehicle in full, and a :90 video (with :60 and :30 cut downs for various uses) gives a brief explanation of its history and capabilities. Soon after a Features and Benefits video was added (8) to highlight some of ROXOR's more important specifications.

As the launch continues, more lighthearted ads (9) will reflect the playful side of this iconic brand.

10 & 11. RESULTS
ROXOR received a lot of attention as a symbol of Detroit's long-observed comeback in publications like the New York Times and as a fun, must-have off-road vehicle on auto enthusiast sites like Jalopnik.com. Mahindra only needs to sell about 3500 ROXORs in the US in order to justify their investment, and current response indicates they will far exceed that goal.