Mahindra Powerol, from the house of Mahindra & Mahindra Ltd, today, announced the launch of 2 new television commercials (TVC) for its range of HUPS and inverters. The new TVCs would be launched in a phased manner, beginning with Tamil Nadu, Andhra Pradesh and Bihar.
Mahindra Powerol, a late entrant in the market, has doubled its volumes in the last one year, far exceeding the industry rate of growth. Values of trust, reliability and performance associated with the parent brand (Mahindra) coupled with the product’s own equity in its priority markets of South, has ensured that the brand gains a respectable market share of 11% in the larger market of Tamil Nadu.
Encouraged by the market response to the brand, Mahindra has decided to support the brand with a communication plan that focuses on creating clutter-breaking advertising to keep the brand top of the consumers’ mind.
The new advertising showcases over the top visual drama to heighten moments of darkness in the lives of humans. The visual theatrics, imaginative characterisation drawing parallels with nocturnal creatures and their antics coupled with strong sound design will bring a smile on the consumer’s face and register Mahindra Powerol strongly in their minds.
Speaking on the launch of the new TVC, Mr. Sanjeev Goyle, Senior Vice President, Marketing & AppliTrac, Farm Equipment Sector, Mahindra & Mahindra Ltd., said “In an immensely crowded inverter market the real challenge was to create instant top of mind brand awareness by disturbing the format of features and product rationale. Being a product from the Mahindra brand stable, performance was never the core issue. The task was to intrude into the consumer’s mind space with really unseen visuals.”
Mr. Robby Mathew, National Creative Director, Interface communication, said “The challenge really was to break clutter, to get noticed in all the noise that the other inverters were making. Hence the concept of nocturnal creatures, people who looked like bats and owls, and the funny lives they live. Obviously the success of these films is based on the casting. We undertook the huge task of identifying people who actually looked like bats and owls. Quirky situations coupled with effective sound design make the TVC memorable.”
Mr. Shailesh Gupte, Vice President, Client Servicing, Interface Communication said “The whole communication is rooted in the simple insight that people get used to and adapt to their surroundings and circumstances. It was critical then to present this insight in a unique avatar which would have high recall and resonate in consumers mind. The attempt is to then get consumer to challenge their behavior.”
The new Powerol range of Inverters from 250VA to 5kVA will cater not only to households, but also to small commercial establishments. After launching diesel generators sets in 2001, the company forayed into home UPS (inverters) business last year. The company’s inverters are currently available in Tamil Nadu, Andhra Pradesh, Karnataka, Kerala, Maharashtra and Bihar.