Mahindra ROXOR

Built Like Nothin’ else

CASE STUDY

the challenge

The Answer

No one had ever heard of or seen something like a Mahindra ROXOR.

We leaned into that fact and owned it with our new positioning — Built Like Nothin’ Else.

The Results

Accompanied by a nationwide media campaign that we also created, we launched the campaign and ROXORs continue to sell out across our dealer network.

Close-up of a red vehicle's front, showing dual headlights, a VW emblem on the grille, and a honeycomb pattern.
Text overlay reading 'ALL STEEL FRAME AND BODY' on a background of a vehicle's chassis with mechanical components.
Collage of four images showcasing a black 2.7L turbo vehicle driving off-road through grassy terrain, with text overlay highlighting '2.7L Turbo' and red 'X' symbols.
Close-up of a lit matchstick with a bright flame against a dark background.
A collage of two off-road vehicles in natural settings with the text 'Built Like Nothing Else' across the middle, accompanied by red X marks in the corners.
Digital collage of three social media posts on a black background. The first shows a bottle of Diesel Drip perfume on a wooden surface with blurred mountains in the background. The second displays a small orange and black off-road vehicle driving across a desert landscape with a waving American flag. The third is a notice informing about being out of office for Labor Day, with a photograph pinned to a wooden surface showing a vehicle in a natural setting.
Billboard advertisement featuring a red Mahindra Roxor vehicle on a dirt road with mountains in the background, saying 'There is no side-by-side comparison' and 'Built like nothin' else'.
Text overlay on a map of the United States reading 'Find your local Mahindra Roxor dealer' with a red location marker on the southeastern coast.
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