The end of January saw Mahindra Racing launch an integrated marketing campaign ahead of the start of ABB FIA Formula E World Championship’s Season 8.
Mahindra Racing, which is a founding member team of the world’s premier all-electric street racing series and has been competing in Formula E since 2014, appealed to its home market by leveraged the 28 January start of Season 8 at the Diriyah E-prix as Mahindra Racing geared up to make India proud.
The campaign, which was created by creative agency BBH India, celebrates India’s unique and vibrant racing culture.
The campaign was spearheaded by a hero spot, shot in black and white, which champions the country’s racing passion and features vignettes of various types of racing from childhood play to professional competition.
The creative features toy cars careering around a house and kids racing vehicle tyres with a simple stick, to sailing paper boats in a monsoon, the Vallam Kali boat races in Kerala and horse racing and the campaign highlights how Team Mahindra feels a responsibility to represent the whole of India at the Formula E World Championship and urges viewers to support #TeamIndia.
The campaign began with a simple tweet from Anand Mahindra (the Group Chairman of Mahindra & Mahindra) – introducing the campaign’s #TeamIndia, #IndiaLovesAGoodRace and #Passioneering hashtags – followed by the 29 January drop of the spearhead ‘India Loves A Good Race’ film.
Racing is an intrinsic part of our lives. Whether it’s about racing to achieve our life-goals or racing to catch the next local, #IndiaLovesAGoodRace. Share the kind of race you favour most or your best racing memory. I’ll be retweeting the ones I like @MahindraRacing
— anand mahindra (@anandmahindra) January 27, 2022
“Mahindra Racing is the first Indian team that competes on the global motor racing stage. It’s not only about delivering a thrilling experience to racing enthusiasts, but is also Mahindra Group’s commitment towards clean technology and sustainability,” said Mahindra Chief Customer and Brand Officer Asha Kharga. “The film pays homage to India’s love of racing in all forms and is a flashback to the old and flash-forward to the new.”
BBH India CEO & CCO Russell Barrett added: “Our country is participating at the highest level in a sport that is at the cutting edge of new. The idea was to reach a much larger group of Indian sports enthusiasts. The film shows how we have racing etched into our DNA and now Mahindra Racing is providing the adrenaline and the opportunity for us as a nation to win at a new age global stage. All that’s needed is the fuel of support that new fans will provide.”
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The campaign followed on from the car reveal campaign which rolled out from 19 November 2021 which introduced fans to the ‘M7Electro’ and generated a solid 742,227 views on YouTube alone and was followed by content leveraging the opening rounds of the 2021/22 ABB FIA Formula E Championship in Diriyah, Saudi Arabia from 1 February which saw the team pick up its first points for the season.
It also comes hot-on-the-heels of Formula E’s own new season ‘No Turning Back‘ campaign.
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