image-Anand-Mahindra-Scorpio-Bolero-Twitter-new-THAR-MediaBrief.jpgThis has to be the best unveil of a tough, muscular, much-awaited  SUV’s newest avatar, and must say, the digital marketing team at Mahindra & Mahindra Ltd couldn’t have flung the covers off the all-new THAR with greater flourish. Even before the solidly toned-up-looking THAR was revealed, what added immensely, and very creatively, to the huge curiosity of Thar enthusiasts and auto-geek Twitterati, was the piercing, cross-eyed, quirks-banter-and-envy-powered headlights that flashed forth from the Twitter handles of Thar siblings XUV500, Scorpio and Bolero.

[bctt tweet=”Stay cool, kids! Words to live by. From Anand Mahindra” username=”viaMediabrief_”]

Those Mahindra cars seemed restless and a little hyper too, on Twitter, the night before the unveil of the much-awaited vehicle of the year – which was scheduled for Independence Day. The night before, friendly banter flew on their Twitter handles as they prepared to welcome the newest member into the muscular lineage of solid Mahindra  SUVs.

The all-new Thar got upgraded with an open-top version, and it had the bemused Scorpio’s Twitter handle wonder if Bolero too would be going that way.

The response from the iconic Bolero’s handle ‘I might as well, especially since we are under lockdown,’ achieved the perfect balance of envy, grace and dry humour.

Thar’s existing Twitter handle asked the two to be patient, while the XUV500 handle wondered aloud what the new THAR would look like – in the process, expressing the single most important thought that would have been on the minds of the multitude of automotive enthusiasts who follow all the accounts.

And so on, till it took none other than Anand Mahindra himself — Chairman of the prestigious $19.4 billion Mahindra Group — to step in in his own inimitable  way to bring the  banter to an end with his “Stay cool, kids” message. “Patience is always rewarded. Just be there at 11am, Independence Day to welcome the new @Mahindra_Thar to the family. Keep your motors running or you may eat dust.”

But then we saw the man himself lose his cool. “I want this NOW.” Mahindra tweeted. “It’s hard enough to wait till October. I will have a serious battle with our team if they put me at the bottom of the waiting list for this beast… Hope you’re listening @vijaynakra.”  Good luck, Mr Nakra.

 

image-Twitter-banter-Mahindra-thar-MediaBrief.jpg

The all-new THAR was unveiled on India’s 74th Independence Day on Saturday, August 15th and was touted as one of the biggest events of the year 2020.

The anticipation and excitement for the all-new THAR created a lot of chatter on social media over the last one week.

Interestingly, the all-new THAR got upgraded with an open-top version and it made Scorpio’s Twitter handle wonder if Bolero too would be going that way. The response from Bolero’s handle ‘I might as well, especially since we are under lockdown,” added to the fun and banter.

Thar’s existing Twitter handle requested the two siblings to be patient while the XUV500 handle followed it up with a inquisitive message of how the new THAR would look like, which was on the minds of most Automotive enthusiasts as well.

[bctt tweet=”Stay cool, kids, Patience is always rewarded, words to live by” username=”viaMediabrief_”]

Mahindra’s social media team seems to have really hit the nail on the head with this friendly banter –an effective way to take the curtains off from what was definitely a car which the Automotive sector at large was waiting for.

Thar was one of the most trending topics on Twitter on August 15th, despite it’s unveil clashing with India’s Independence Day.

The all-new THAR came in as a perfect tonic for enthusiasts amidst the Coronavirus crisis. The new THAR promises to attract family audience in urban conditions while retaining its off-road capabilities.

The all-new THAR was unveiled on the occasion of India’s 74th Independence Day on Saturday, August 15th and was touted as one of the biggest events of the year 2020.

The anticipation and excitement for the all-new THAR created a lot of chatter on social media over the last one week.

So, great work by the Mahindra Digital Team – it made the Thar one of the most trending topics on Twitter on August 15th, despite its unveil clashing with India’s Independence Day. A lesson here, for everyone into digital. It’s great if you have a lot of iconic brands with mass social media followings, plus one of the business world’s most admired and genuinely liked leaders with an 8 million-plus following on Twitter. The beauty and impact of this campaign lies in the manner in which all the different Twitter handles with their phenomenal followings came into the conversations and play, the drip of the great mix of envy-bordering banter pre-unveiling, and after the unveiling, the stylish images of the all-new Thar. Plus, of course, the very natural and endearing participation of Anand Mahindra himself.

Sure, it was a solid arsenal of social media handles, but knowing how much, and how, to use them all, should be a lesson in strategy, content and behaviour.

The headline takeaway from all this for the Digital team? We’re putting it last. Like dessert. It’s what Adil Jal Darukhanawala tweeted: #AdilsAutoZone First quick assessment & look at the #AllNewThar. Enjoy! This new baby from @Mahindra_Auto sure means business & I stick my neck out to suggest it will not just be the most significant new car of this year but a huge success story for many years!

Your thoughts, please