Mahindra’s “You Live Young, You Live Free” Campaign – A Magnum Opus To Leadership

Social media is abuzz with Mahindra’s magnum opus’ You Live Young, You Live Free’ brand campaign. Featuring a brilliant showcase of all of Mahindra Automotive’s utility vehicles, this ad campaign by Interface Communications underscores the position Mahindra holds in the utility vehicles segment.  

The new anthem is said to have started a trend in making adventure lovers fall in love with jeeps all over again. Shot on the rigged terrains of Leh-Ladakh and the wetlands of Kerala, this campaign to highlight the toughness of Mahindra’s range of utility vehicles is ably complemented by well-synchronized rock music throughout its two minute duration.

It features people of all ages driving different Mahindra utility vehicles across difficult terrains, and ends with the tagline “Live Young, Live Free”, highlighting the fact that age is just a number when it comes to living life to the fullest!  

Vivek Nayer, senior vice-president, marketing, auto division, Mahindra & Mahindra, says that utility cars are lifestyle enablers and quips: “The new film depicts the portfolio of Mahindra SUV/UVs in action and underpins our DNA of tough and rugged vehicles that enable an aspirational lifestyle.” He adds: “Our cars give you the freedom to travel anywhere you want to. They give you liberation from the usual routine life.”  Not to be left out, Robby Mathew, national creative director of Interface Communications speaks up about the agency’s part in the film: “We brought out the scale of Mahindra through this ad film, which is the undisputed leader in this category.” 

A shorter segment of the film is all set to be out soon and many digital initiatives are in the pipeline as part of the campaign.