The Idea:
The campaign 'W201 traveling the world' will consist of a series of images showcasing a road trip following the route from India into other launch countries. The campaign will be part photo essay, part travelogue showcasing stories about the journey to be used as the campaign
The Route:
Starting from the cobbled streets of France, driving the Duster through the regions of Eastern Europe into the cultural riches of Turkey, we pass the varied terrain of the Middle East on isolated roads, and finally enter India through the Western Himalayas showcasing the reliability and ruggedness of the vehicle.
To elaborate on the questions
1.The expected benefits on the event from Mahindra’s point of view?
The W201, an unconventional world SUV, would benefit from a campaign that would showcase it as a tough and reliable vehicle, with a go-anywhere attitude. This would be more authentic than a conformist ad campaign that could look contrived. Drives of this magnitude are not undertaken on a regular basis adding an aspirational quality to the journey associating the vehicle with the same, translating into potential buyers for the vehicle.
Since Mahindra is also launching a large number of vehicles in a short duration, an out of the box campaign would distinguish this launch.
2. How the event could be promoted?
The images and write-ups can be promoted through print, websites/blog and social media. It would also be possible to use the whole journey as a teaser campaign before the launch, with the vehicle arriving in India from France on the day of the launch.
Alternately, it could be used as a follow-up campaign after the vehicle launch to showcase reliability, ruggedness, fuel economy etc
Depending on the interest in the proposal a video could be made which would run parallel to other promotions. The websites could also have a behind the scenes or short clips of the journey promoted on alternative media like YouTube.
3.What costs would be involved and who pays what?
Costs are dependent on how far the event can be pushed but looking purely from a photography and travel point of view, a budget of 20lakhs would cover the campaign. Mahindra would cover the full costs.
A campaign of this magnitude would otherwise be very expensive if done conventionally via advertising agencies.
4.Any examples of similar events?
Smaller events focusing on online road trip competitions like Great Driving Challenge by Mitsubishi, Ford Fiesta mileage event have been held. The event we propose will be larger, creative and focused, making it unique in terms of advertising and marketing.
Our Experience:
Advertising and editorial photographers by profession with a wanderlust for travel, Bharath and Radhika have travelled extensively capturing the world through their eyes.
Their commercial travel campaigns have included the Mitsubishi Cedia launch road trip, calendar on Ladakh for CFL Pharma, Tourism for Bhutan, Karnataka etc.
Our Travelogue
# Bharath and Radhika drove from Rajasthan through to the east of India into the forbidden country of Bhutan and spent 28 days capturing a country that was in transition from monarchy to a new democratic nation
# Having gone to Pushkar, Rajasthan to capture the cattle fair for a reunion with friends and other photographers the trip turned into a photo-book called Gurus, Gods and Camels which can be viewed online at www.gurusgodsandcamels.com
# Having done a 10,000km trip from Bangalore to Ladakh over the perpetual nonexisting roads into Nubra valley, Pangong Tso and Tso Moriri for a total of 45 days
# Radhika has backpacked through Western Europe in 2008 for 4 months. She has also done a bit of Southeast Asia including Thailand, Singapore, Cambodia while Bharath strongly believes there is always so much more to see in India- he has trekked atleast 6 times to the Himalayas. Radhika deems her favorite places to be Hampi and Benares
# They spent a month in Andamans, snorkeling and discovering all the islands there.
# Driving through New Zealand for a month and experiencing every adventure activity in 2010
# They spend a month every year in one part of India to soak in the place and from the images that they sell, 10% of the proceeds go into an environment group for the protection of the eco-system.
# Their work can be viewed at www.radhikaraj.com and www.onefootwild.com
Below are a few images which showcase a feel of the quality of images we could produce.
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