1. BRAND CAMPAIGN STRATEGY
Thought and
Brainstormed by :
Charu Mahajan
Rohit Goidani
Shivam Vij
Sumeet Sharma
MAHINDRA PANTERO
www.blitzkreig-winners.com By TEAM – Ad Hawks - Since 2013

2. Mahindra Pantero tied up with
Rajasthan Royals.
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
far)
Background Study of Past Campaigns
MAHINDRA PANTERO

3. STRENGTH
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.
WEAKNESS
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.
.
OPPORTUNITIES
Perfect combination of Price, mileage and
comfort.
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.
THREATS
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
strategy.
SWOT

4. Idea Brief
“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 &
gain visibility
•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)

5. Train
professionals
to deal with
customers
while
approaching
them for test
drive.
Target
customers
in metros
and tier 2
cities at
possible
public
junctions.
Provide on
location
test drive ;
for a day
from home
– office –
home.
Collect
customer
experience
s and
insights
(for 3
months)
Include
customer
bites in the
ad
campaign
Publicize
ads on
print, digital
and TV
Implementation
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
travelers.

6. Our
campaign
Existing
Campaign
Stress on functionality.
Connect with TG’s
emotions. Those who want
to ride the bike.
Heavy focus on
personal selling –
hence in their heart
and mind.
Unique first time in the
world concept.
Scope - Top of Mind.
Brand equity to
strengthen.
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
concept.
Scope - Out of mind.
Brand equity to dilute.

7. Budget
PARTICULARS COST BREAKUP
TOTAL COST
(Approx) in Rs.
150 new bikes for test drive
– Nation wide.
n/a
150 trained employee for
targeted regions
150 employees * Rs.10000 salary *
3 months
4500000
Fuel costs 150 bikes*Rs.3000 cost per
month*3 months
225000
Commercial production
costs – Regional and
national
5000000
IMC (including
advertisements)
OOH, Transit Media, Digital, Print,
TVC and On -ground activations.
20000000
Miscellaneous 2250000
TOTAL
32000000

8. We are directly
reaching the target
audience. (unique
sampling idea)
Hence we can
capture their
expressions/
opinions and gain
core insight.
There is a positive
word of mouth
publicity
A one of its kind
campaign concept
launched for a bike –
leading to high recall
value.
Supported by print
and OOH and also
TVC
Ads would be
incorporated using
the core value that
we derived during the
unique test drive
This would thus lead
to more people
purchasing the bike
and hence more
profitability.
Hence a separate
brand identity for
Mahindra 2 wheelers
Finally a favourable
brand association for
Mahindra in the 2
wheeler segment.
How will this CAMPAIGN help the
Product/Brand and the Parent Company?

9. THANK YOU.!!
(always heading in the right direction)