MUMBAI: JSW MG and Cheil X are back with a laughter-fuelled second phase of their ‘EV sahi hai’ campaign, this time plugging into the star power of Varun Sharma and Pulkit Samrat of Fukrey fame.
Shot against the scenic backdrops of Dehradun and Rishikesh, the new films tackle two of India’s biggest EV myths: the lack of charging stations and dreaded range anxiety, all with the duo’s signature banter and tongue-in-cheek charm.
The first film plays out like a cheeky guessing game about India’s quirky town names, cleverly tying them back to the country’s 29,000 plus charging stations. The message? No matter how offbeat the location, you’re never too far from a plug point.
The second film flips the focus to road trips, with Pulkit confidently cruising in his EV while Varun plays the sceptic, questioning whether it can survive the long haul to Goa. By the end, humour disarms doubt, leaving viewers with one simple conclusion: EV Sahi Hai.
“Humour is at the heart of this phase, because what better way to bust myths than with a laugh?” said JSW MG Motor India, head of marketing, Udit Malhotra adding that celebrity voices would help the campaign reach “people from all walks of life.”
Cheil X, national creative director, Amit Nandwani called it a conscious attempt to move beyond “just presenting facts” and instead “debunk myths in a fun and engaging manner”.
Meanwhile, Cheil X Delhi, vice president and head of operations, Kanika, said the duo’s infectious energy makes them the “perfect pair to keep the message light yet impactful.”
Mumbai: Cheil X has launched a new campaign for the MG Windsor, in collaboration with Jsw MG Motor India. Titled ‘Live Business Class,’ the campaign highlights the luxury and comfort of driving the MG Windsor, comparing it to the premium experience of business-class air travel.
The campaign film presents the MG Windsor as a business-class experience on the road, making luxury accessible to Indian consumers. It features eight films across digital platforms, following a family of four as they enjoy the vehicle’s innovative features like the infinity view glass roof, aero-lounge seats with 135° recline, and the 15.6-inch GrandView infotainment screen.
Cheil X national creative director Amit Nandwani who has penned the lyrics, remarked, “The moment we sat inside the Windsor EV, it felt like the business class of a plane. And so the line ‘Live Business Class’ was born. The launch film brings alive the idea by juxtaposing airline business class shots with the premium luxury experience offered by the car. A heart-warming song captures the feeling of being inside the Windsor EV. What follows is a series of light-hearted ads where each ad highlights its industry-first features through playful banter of characters in the family.”
Jsw MG Motor India head of marketing Udit Malhotra said, “The ‘Live Business Class’ campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it’s a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”
Cheil X-Delhi chief growth officer Neeraj Bassi said “The campaign taps into the aspiration of India beyond the metros, and makes the premium travel experience, akin to business class, available to everybody. It’s a completely reimagined approach to travel where the spotlight is back on how you feel when you are inside the car. Live business class builds on the indulgence and experience of immersive travel.”
The launch of the MG Windsor follows a two-month teaser campaign across digital and social media, featuring influencer collaborations, content, and teaser videos building anticipation.
The MG Windsor offers focused on comfort and technology. It includes aero lounge seats with a 135° recline, a 604-liter boot, and an IP67-certified 38kWh battery with four driving modes (eco+, eco, normal, and sport). The infinity view glass roof and a 2700 mm wheelbase add a sense of space, while the 15.6-inch grandview touch display provides seamless navigation and entertainment.
Equipped with the MG-Jio innovative connectivity platform, the Windsor supports home-to-car functionality and over 100 voice commands in multiple Indian languages. With 80-plus connected features like real-time navigation, remote control, and safety alerts, the MG Windsor delivers a smart, connected driving experience.
Mumbai: Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and great resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.
MG Hector is the flagship car from the house of JSW MG Motor India. Launched in India in 2019, it disrupted the market with its first-in-class technology offering, under the positioning “It’s a human thing.” The first connected car that came loaded with several unthinkable tech features and took the whole segment by surprise. A car that established a new benchmark in the mid-sized SUV segment.
“The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers, as it seamlessly combines luxury, efficiency, and a bold, robust design with advanced tech features. We are excited to bring value for money campaign to life with our partner, Cheil X. This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” – JSW MG Motor India head of marketing Udit Malhotra.
The face of the campaign is a couple of films that use humor to drive home the point that MG Hector is a genuine value for money car. Both films use slice of the life, relatable situations to convey the message. The first film, through a banter between two neighbors, highlights how Hector comes with a low maintenance cost of just Rs 500 per month, which is 10-20 per cent lesser than a hatchback (As per NielsonIQ cost of ownership survey – Dec’23). The second film is a conversation between 2 friends, and shows how Hector has an incredible resale value of up to 74 per cent after three years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.
Cheil X national creative director Amit Nandwani said, “While MG Hector is loved by its owners and admired by all, not many know that Hector has an unbelievably low maintenance cost and the highest resale value in its segment. We wanted these messages to be a pleasant revelation for our target audience, a delightful discovery. Our films convey the Hector value for money story in a light-hearted, yet relatable manner. The films depict a slice-of-life banter between a Hector owner and a friend. A tinge of humour and brilliant acting make the situations come alive.”
Cheil X chief growth officer Neeraj Bassi added, “We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words what we already know that we can’t pass up a product that is value for money”.
Mumbai: Cheil X has launched a new campaign for MG Comet, showcasing it as a street-smart car that adapts to the urban mobility needs of modern cities getting smarter day by day.
“The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage and the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be,” said JSW MG Motor India head of marketing Udit Malhotra
The campaign comprises three slice-of-life films, set within the urban jungle. Each film shows a situation where the city throws an obstacle but Comet is unfazed by each of them and is adept at finding a solve. While the first film highlights the ‘easy to park’ feature in a light-hearted manner, the other two drive home the point that Comet EV is spacious, loaded with tech and easy to manoeuvre on crowded city streets. These films collectively underline the fact that the combination of design, tech, smart space and features in the MG Comet EV makes it the perfect street-smart car.
Move The Way You Like | MG Comet EV – The Street Smart Car
Space For Your World | MG Comet EV – The Street Smart Car
Tech It Away | MG Comet EV – The Street Smart Car
“The brief was to create a campaign that portrays Comet EV as the perfect city car. We felt that Comet EV, with its easy manoeuvrability, tech features, spacious inside and compact outside design, reflected the spirit of new-age city folks who are always looking at ways to deal with the curveballs of everyday driving. That’s how we arrived at the new positioning encapsulated in the tagline ‘The Street Smart Car.’ The campaign is led by three films that were shot within the environs of the city, with a narrative that seamlessly integrates the features of the car with slice-of-life moments,” said Cheil X national creative director Amit Nandwani
“The communication around cars is crafted to evoke a sense of awe since it is an aspirational product, but we had to balance it with a dash of light-heartedness since this car is meant to appeal to a younger audience. To achieve this end, we took inspiration from daily life and picked up vignettes that touch upon the cadence of routines that we are all familiar with.” said Cheil X chief growth officer Neeraj Bassi.
Mumbai: Cheil India’s new TVC for JK Tyre is a showcase of the entire range of products from the brand and its commitment to cater to the varied tyre needs of Indian consumers. It is a communication that is anchored in an anthemic song sung by one of India’s top singers, Mohit Chauhan with lyrics penned down by JK Tyre CMO Amit Gujral.
JK Tyre is one of the largest tyre manufacturers in India, making tyres for a range of vehicles like premium passenger cars, SUVs, two-wheelers, farm vehicles, trucks, buses, etc.
“The agency presented several routes, but one insight resonated with the collective team very strongly. In this age where we are all becoming individual islands, it is the roads that keep us connected with each other. Running from the north most tip of India to the last bend down the south, roads are a force of connection across India. And thus was born the idea: India meets India,” said Cheil India chief growth officer Neeraj Bassi.
“Our insight about JK tyres enabling human connections was strong. So staying true to the brand’s ‘Desh ka tyre’ positioning, we decided to make a grand film which evokes a sense of pride in every Indian. Through our protagonist riding across the length and breadth of the country, we showcased the entire range of JK tyres rolling through diverse landscapes of India. On the way he has heart-warming interactions with people across various regions. These moments, along with the soulful track sung by Mohit Chauhan, drive the emotional connect of the film,” said Cheil India national creative director Amit Nandwani.
To make this narrative tug at the heart of every Indian, the brand roped in director Bharatbala, who is renowned for taking India to the world through his vision over the years and continues to do so even today and overlaid it with an anthemic track sung by one of India’s top singing talents, Mohit Chauhan.
Mumbai: MG Motor India is gearing up for an exciting 2024 led by the launch of new trims at attractive price points.
Cheil India has introduced a new campaign for the brand, inspired by the ‘Unbelievable Delight’ that comes packed with MG’s new offerings. Alongside traditional advertising channels such as print, radio, and digital, this multimedia campaign is anchored by a series of three thematic films that capture the essence of and celebrate customer delight.
“Since its launch in 2019, MG Motor India has been known for its unique approach to humanizing technology and providing best-in-class features. 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,” said MG Motor India head of marketing Udit Malhotra.
The campaign comprises one film each for its three SUVs- Hector, Astor, Gloster. The films feature two protagonists in different settings, an Indian and a Brit, discussing the unbelievable prices that MG Motor India is offering on its 2024 models and trims.
The first film introduces the unbelievable price of the MG Hector Diesel 2024 using the British idiom of ‘Flying pigs’. The second film plays up a mythical ‘Unicorn’ to highlight the remarkable MG Astor 2024 that packs a combination of technology and comfort. The third film uses the very unbelievable yet relatable idea of ‘Money growing on trees’ to showcase that the price of the MG Gloster 2024 sounds just too good to be true.
Link to the films:
Pigs flying
Unicorn
Money growing on trees
Cheil India national creative director Amit Nandwani said, “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. And through the endearing banter of the Indian-British duo, we have tried to marry the British heritage and Indian connect of the brand.”
Cheil India chief growth officer Neeraj Bassi said, “Working on an iconic brand like MG is a pure delight. For it’s a brand, which 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. We hope that consumers will enjoy these films immensely.”
Mumbai: MG Motor India along with Cheil India, has launched an exciting new campaign “EVing is Living” to redefine an era of conscious living by switching to EVs.
The campaign focuses on the myths about EVs, reassuring those who are indecisive about transitioning to EVs, while also alleviating any uncertainties they may hold regarding EV cars. The campaign addresses the concerns about range anxiety and performance to reservations about charging infrastructure associated with upgrading to an EV. It is a comprehensive 360-degree campaign created by Cheil India, comprising a series with a set of seven films that are set to roll out across diverse platforms encompassing television, and digital platforms.
Talking about the campaign, MG Motor India head of marketing Udit Malhotra said, “This campaign demonstrates MG’s dedication to offer peace of mind to customers through India’s beloved EV ZSEV. It promotes EV awareness, debunking myths, and embraces the ‘EVing is Living’ movement. This campaign celebrates the EV-driven future marked by sustainability, convenience, and enhanced experiences. It showcases EVs’ seamless integration into our lives, shaping a sustainable and enriching lifestyle, blending eco-consciousness, technology, and luxury.”
Cheil India national creative director Amit Nandwani said, “We wanted to create a campaign wherein each film addresses a different barrier to the adoption of EVs in India. So, we came up with a series of fun, light-hearted stories with MG ZS EV at the heart of it. The films are simple, endearingly relatable and visually refreshing. We hope the campaign will connect strongly with the viewers and bring about the desired change in their mindset.”
Cheil India CGO Neeraj Bassi said, “Through this series of films, we are adding a new dimension to EV communication. EV films are often viewed through the lens of environment but there are so many other reasons that advocate the switch to EV. In this series, we have highlighted the real, everyday benefits to the consumers once they choose to go ahead with their EV purchase.”
MUMBAI: Coca-Cola India has announced the launch of a new campaign for it lemony drink Limca. The new campaign ‘Chadha Le Taazgi’ is aimed at elevating the brand’s positioning as the ultimate thirst quencher.
First introduced in 1971, Limca has remained unchallenged as the top sparkling beverage in the cloudy lemon segment. The success formula of the home-grown iconic brand is its sharp fizz and ‘lime and lemony’ bite combined with the single-minded proposition of the brand as the ultimate thirst quencher and the provider of freshness.
The TVC is a romantic and playful interaction between a young couple who live in the same neighbourhood. It’s a hot summer day and the boy has just returned with his friends from a football match. His love interest is standing in her first-floor balcony drinking Limca. As he requests the girl to share her drink, she starts teasing and dares him to come up and get it from her. Tempted by the chilled bottle of Limca, he devises a quick plan to reach the cool, refreshing drink. He gathers his friends and forms a human ladder to reach her balcony. As he and his friends climb up, things come to a standstill in the neighbourhood. The neighbours watch the spectacle with curiosity, cheering him on. Finally, on reaching the balcony, thirsty and worn out, he grabs the bottle of Limca and takes a swig. He loses his balance and along with his friends, falls into a pool of water creating a massive splash.
Coca-Cola India director for flavours Abhijit Datta says, “With its light-hearted and relatable campaigns across the years, Limca has always touched our hearts. The brand and the product have a deep-rooted connection to India and it is widely acclaimed for its unparalleled ability to extinguish thirst and leave you feeling fresh. We are continuously evolving our storytelling with consumers and inspiring them to enjoy themselves with our refreshing and great tasting portfolio beverages. The new TVC is being aired both on television and digital platforms.”
The TVC has a soundtrack which is a contemporary version of the popular Bollywood classic ‘Gore Gore, O Banke Chhore’ from the movie Samadhi. The soundtrack has been re-composed by the young music composer Sameeruddin and complements the overall light-hearted nature of the film and the brand.
Leo Burnett executive creative director Amit Nandwani mentions, “With the new Limca campaign, we’ve tried to bring the playfulness, romance and signature splash back to the brand. Set to a modern rendition of a Bollywood classic, the film seeks to bring alive Limca’s promise of water-like freshness in a fun and engaging manner.”
Limca freshness campaign will leverage spots on television, radio and Hotstar during the IPL. Additionally, the campaign will be supported with extensive on-ground activities across Punjab, Haryana, Delhi, Uttar Pradesh and Andhra Pradesh. The on-ground activation will include point of sale across retail outlets, highway signage with visibility drives around Baisakhi in Punjab.
MUMBAI: Leo Burnett has launched a brand new campaign for Limca in a bid to establish the drink as the ultimate thirst quencher and gain market share in India’s highly competitive soft drink market. The campaign will also help the brand strengthen its popular ‘Lime N Lemoni’ credential.
The humour based campaign looks at a scenario where the boy’s family has come to see the girl. The film juxtaposes the mother’s voice raving about dishes cooked by her daughter with the shots of her son running around to buy the same from the market. His journey from one shop to another and back home gives rise to an extreme thirst that can only be quenched by Limca. The kind of thirst which the brand takes ownership of by calling it the ‘Limca Wali Pyaas’.
Leo Burnett India chief creative officer RajDeepak Das said, “Limca has always been part of India’s quirks and traditions. With this campaign, we wanted to maintain that and take the communication to another level. The campaign – Bhaag Bittoo Bhaag – is special because it talks about the brand promise of ‘quenching thirst’ by using a strong local insight we all can relate to being Indians. In a situation of extreme physical stress and having to run from one place to the other in search for food, the protagonist finds his answer to thirst in Limca. The whole narrative is quirky, humourous and insanely Indian. It is a kind of film you would enjoy watching repeatedly; a great way to achieve a higher level of brand recall amongst the Indian consumers.”
Leo Burnett India executive creative director Amit Nandwani added, “When faced with situations of extreme heat and tiredness, nothing quenches your thirst like Limca. The new Limca campaign essentially conveys this point while integrating quirks rooted in Indian culture. The plot is not only relatable but also drives home the point in a light-hearted manner.”
Limca plans to take its new campaign to consumers through digital and traditional media platforms to intensify the brand experience.
