in

Mahindra Thar shuns formulaic SUV advertising; puts the woman in the driver’s seat

Mahindra Thar shuns formulaic SUV advertising; puts the woman in the driver's seat

Colloquially nicknamed ‘Sapnon ki Rani’, the SUV is positioned as an object of desire. A chat with both, brand and agency.

Whirring sound of the engine, rough and hilly terrain, sharp turns, a dust storm, and aggressive driving. These are some of the typical elements seen in sports utility vehicle (SUV) ads of today.

But there is another stereotype – a man driving the vehicle. Very rarely do these ads feature a woman, and if one is present, it is merely to be the damsel in distress.

Take, for example, the Mahindra XUV500’s ad released in 2018. It features a man driving a woman to safety in the Jordanian desert. Or, the Tata Harrier ad, featuring actors Fatima Sana Shaikh and Siddhant Chaturvedi, where he helps her escape the police.

The all-new Mahindra Thar’s latest ad, titled ‘Explore the Impossible’, has all of these typical elements and yet, it takes a refreshing break from stereotype. While the ad features a man driving the SUV, it also has a woman driving her car…

Read further.

What do you think?

TV news

Akshay Kumar refuses to go on The Kapil Sharma Show for Bachchan Pandey promotions, here’s why

The request could not be satisfied