The eagerly anticipated launch of Mahindra 2 Wheelers’ new range of motorcycles is just around the corner and to add to the excitement, there’s a specially created teaser campaign that’s all set to hit TV screens in the coming week. Shot extensively on the world renowned Vallelunga Moto GP race track in Rome, Italy, the ad highlights the bikes’ Italian design credentials and the fact that they have undergone rigorous tests in Italy before coming to India.
It’s test day at Vallelunga as a team of engineers and a few spectators look towards the race track with eager anticipation. All attention is focused on the circuit as a bike appears in the distance and zooms past the curious onlookers. The camera then cuts to the pit stop and control rooms where you see various monitors displaying the evaluation parameters used to test the bike.
The engineers are elated – the bike has passed the test with flying colours! The ad has the message: Tested In Italy, Coming to India – Mahindra Motorcycles towards the end.
The ad ends with a musical tune sign off that has the potential to become a signature tune for all advertising of Mahindra 2 Wheelers. While the ad does not show the details of the bikes it certainly leaves the viewer with the impression that the Mahindra bikes would have all the latest technological gadgetry courtesy the Italian lineage. The ad will be visible on all key genres of channels ranging from music, movies, mass, news, regional and sports and also on Youtube.
The ad gently exhorts the potential motorcycle buyer to postpone his decision and check out the bikes at the Mahindra show room. The ad was directed by Andrea Ranalli who is renowned for his work on European Moto GP circuits. The Creative Director is Robby Mathew of Interface Communications. Mahindra 2 Wheelers’ motorcycles incorporate design elements from the Bologna based Engines Engineering, a boutique design house which was acquired by the Mahindra Group in 2008. In addition to Mahindra 2 Wheelers, Engines Engineering also undertakes design work for companies such as Ducati, MV Augusta and Benelli.