Mahindra Xylo: Happy Legs!!

I like Atul Kasbekar, I think he is adorable and using him as a brand ambassador for the new Mahindra Xylo is indeed a great choice. The car in its new avatar is targeted at the young, urban male who likes the finer things in life. And Atul Kasbekar a renowned photographer personifies the image.
The ad starts with a model, stuck in a car and she says “Atul, get me out of here” in the middle of a short. He gingerly asks one of his assistants to get his car and then proceed to continue the entire shoot with the Xylo as the main prop. The ad moves on to showcase various other features of the car like air conditioners in the back seat, tray table behind the passenger seats, ample leg room for a large group to fit in comfortably.
The ad has been crafted brilliantly and has elements of fun in them. The advertising simply suggests that the car is meant for people who like having some fun in life. However, I cannot help but thinking, what if the car was positioned as a family car, considering most of the families in India till date are primarily large families. It’s a big car and would be excellent for families that travel together.
The ad caters to an extremely niche audience and I’m worried that in a plethora of mid sized sedans that are being targeted at the young urban male, it may get lost. All that aside, the message comes across clearly and the filmmakers have successfully been able to communicate that the Xylo indeed is the best choice if you want to dance around with a pair of Happy legs. Using long legged models too is a great idea to showcase getting cramped in the back seat of a car is not a very comfortable situation.

Rachit Sharma

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