The recently launched ad campaign for Mahindra Stallio added a twist to the conventional motorcycles advertising formula by promoting safety as opposed to stunts, speed and daredevilry.
Stallio, which was launched towards the end of September (See: M&M launches Stallio, Mojo motorcycles), shows the Bollywood actor Aamir Khan interacting with other bikers who ask him about the various stunts his bike can perform, with Khan defying the bikers saying safety comes first.
This positioning clearly differs in a segment where daredevilry and gravity-defying stunts rule the communication strategy with performance expressed through an exhibition of power and masculinity and an overload of hazardous riding stunts.
For Mahindra 2 Wheelers, the aim behind the campaign was to build an emotional connect with audiences through differential advertising and emerge as a significant player in the segment, which is dominated by Hero Honda with almost 65 per cent market share with its Splendor and Passion brands.
The film, created by Interface Communications, shows Khan responding to a fellow biker's challenge to race with a plane by saying "jaldi kya hai, ghar hi to jana hai. Maa intezaar kar rahi hai" (where is the hurry? I am only going home. Mother is waiting), signifying the family connect and maturity to refrain from stunts.
It goes on to show two more cases based on the same theme, ending with Khan proclaiming that all the driving demonstrated in the ad can be performed safely by all riders, mocking the disclaimers at the end of commercials showcasing hazardous stunts, which caution viewers that the stunts in the commercial should not be attempted by riders.
The tag line for Stallio, "Jaan hai, Shaan hai aur Itminaan Bhi", further strengthens the communication strategy for the bike.
The motorcycle segment has grown at a CAGR of 17.4 per cent during the past 16 years with the 100cc segment being the most dominant segment in this category with 72 per cent market share.