Mahindra Racing’s latest campaign via BBH India invokes India’s love for racing
Mahindra Racing launched an integrated marketing campaign via BBH India ahead of its participation in season 8 of ABB FIA Formula E World Championship – the world’s first all-electric street racing series.
Mahindra Racing has been a founding member team of the Formula E World Championship and has been competing since 2014. Season 8 of Formula E will start on January 28th, 2022, with the Diriyah E-prix and Mahindra Racing is geared up to make India proud.
The campaign created by BBH India captures the unique and vibrant racing culture in India – from running small toy cars around the house to racing tyres with a stick, from paper boats in the monsoons to the Vallam Kali boat races in Kerala. Bringing all those childhood memories and the nation’s love for racing to the fore, the campaign highlights how Team Mahindra has the prestigious task of representing India at the Formula E World Championship.
Anand Mahindra, Group Chairman, Mahindra & Mahindra kickstarted the campaign with this tweet.
Asha Kharga, Chief Customer and Brand Officer, Mahindra, said: “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. 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.”
Russell Barrett, CCO & CEO, BBH India, said: “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.”
