In an era where the automobile industry is fiercely competitive, MG Motor India, in collaboration with Cheil India, has launched a groundbreaking campaign that stands out for its unique blend of humor, creativity, and unbelievable offers. This campaign, designed to highlight MG’s new offerings, is a testament to the brand’s commitment to not just meet but exceed customer expectations with what they term as ‘Unbelievable Delight’.
A Fresh Approach to Engaging Customers
Since its inception in 2019, MG Motor India has carved a niche for itself by humanizing technology and offering top-tier features that resonate with consumers. Udit Malhotra, the Head of Marketing at MG Motor India, shares, “Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love.”
The campaign is ingeniously anchored by a series of three thematic films, each dedicated to one of MG’s SUVs – Hector, Astor, and Gloster. These films, through the lens of an Indian and a Brit, delve into the unbelievable pricing of MG Motor India’s 2024 models and trims, making the campaign not just informative but also highly relatable and engaging.
Unbelievable Delights Brought to Life
The narrative of each film is cleverly constructed around idioms and mythical concepts to underscore the exceptional value offered by MG. The first film uses the idiom ‘Flying pigs’ to depict the astonishing price of the MG Hector Diesel 2024. The second film brings in a ‘Unicorn’ to symbolize the remarkable combination of technology and comfort in the MG Astor 2024. Lastly, the idea of ‘Money growing on trees’ is employed to illustrate the too-good-to-be-true price of the MG Gloster 2024.
Amit Nandwani, National Creative Director at Cheil India, explains the creative rationale, “We wanted to explore a clutter-breaking visual route while finding a way to keep the context relatable and films enjoyable. Leaning into the idea of unbelievable delight, each film drives home the point in a light-hearted, fun way with a memorable visual twist at the end.”
Neeraj Bassi, Chief Growth Officer at Cheil India, adds, “Working on an iconic brand like MG is a pure delight. It’s a brand that is not afraid to push the envelope yet endeavors to stay true to its core Britishness, very much a part of its identity. We are excited to partner with MG Motor in this campaign, where its humor grows on you as the narrative unfolds over a span of multiple films.”
Engaging Across Platforms
This multimedia campaign leverages traditional advertising channels such as print, radio, and digital, ensuring a wide reach and engagement with potential customers. The blend of British heritage and Indian connect, coupled with the creative storytelling and unbelievable offers, is set to enhance MG Motor India’s brand love and customer delight.