CLIENT
Mahindra & Mahindra
1. Rajesh Jejurikar - Executive Director - Auto and Farm Sectors
2. Veejay Nakra - CEO- Auto Sector
3. Vikram Garga - VP and Head of Marketing- Auto Sector
4. Gaurav Beohar - DGM Marketing
5. Salil Pawar - Sr. Brand Manager, Mahindra Thar
AGENCY
1. Navin Talreja - Founding Partner
2. Kawal Shoor - Founding Partner
3. Rohit Mani - Strategy Partner
4. Heval Patel - Business Partner
5. Omkar Kulkarni - Brand Partner
SUMMARY
How do you exponentially increase the price perception and sales volumes of a premium edition of a much-loved, rarely-bought cult 2-door SUV during COVID times?
The answer - engineer a highly visible and competitive auction for the first all-new Thar.
One that created lots of participation, WOM and PR coverage. And resulted in over 5500 sign-ups for the auction, a winning bid of over 12x the vehicle’s price, and over 31,000 bookings at an average selling price 60% higher than the previous edition.
