BANGALORE: Mahindra & Mahindra Ltd (Mahindra) has launched its Maxximo mini-truck in Karnataka and Kerala. 
 
As part of its marketing strategy, the company has launched a multimedia campaign with a major push on television. Radio jingles, newsprint ads and online campaigns have also been planned.
 
A TVC with live animation created by Saatchi & Saatchi will start airing on major regional channels in the two states while Maxximo promotional jingles will commence on Radio One 94.3 and Radio City 91.1 Lodestar is the media buying.
 
“This is by far the biggest launch by us since we launched the highly successful Xylo,” revealed a source. “We will be launching variants of the Maxximo,” he added.