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MUMBAI:
‘The era of sedans is over’ – This bold proclamation
kicked off the mammoth campaign for Mahindra’s new car –
the Xylo. The dramatic opening line got equally dramatic visibility
with doublespread ads in leading newspapers across the country.
These were the lead ads in a striking campaign conceptualised and
executed by Interface Communications.
Befitting
the dramatic opening line, a dissonant teaser film had already set
the stage for the big launch film. Conceptualised by Robby Matthew,
and shot in Bangkok by Rajesh Saathi, the launch film shows a young
executive signing off a business deal in the Xylo and then deciding
to party that evening. We see elements in the city animated to resemble
musical instruments, as the soundtrack starts to pick up. The film
goes on to show him and his friends having a ball in the Xylo on
the way to what we later learn is a nightclub. But when they get
there they discover that they prefer partying in the Xylo and return
to it.
Speaking
on the crux of the film, Robby Matthew (NCD, Interface communications)
said “Playing on the key strengths of the car, which are its
uncompromised space and luxury, the campaign coveys the magical
possibilities of this car.”
Rajesh
Saathi explains that the film has a lot of post-production effects
in it, and for this the services of Voodoo productions were enlisted.
The ‘bridge string harp’ and ‘zebra crossing piano’
morphs are some unique visuals that require some skillful rendition.
He comments on the lively, sparky treatment of the film as a deliberate
attempt to do things differently. The glitzy ‘music video’
effect managed to give the film a distinct look that we hope will
challange current trends in Indian car advertising.
The
campaign asserted it’s presence deep inside the crevices of
the Internet and other media too, with the post-launch website taking
forward the ‘downtown’ look of the Xylo launch film.
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