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…