Mahindra Mojo’s new ad campaign launched

Mahindra Mojo’s new ad campaign launched
Highlights

Mahindra has launched a new digital marketing campaign for its latest bike, the Mojo. The campaign is centred around the touring ethos of the Mojo. It tries to establish the Mojo as a long distance tourer by showcasing its mile munching abilities.

Mahindra has launched a new digital marketing campaign for its latest bike, the Mojo. The campaign is centred around the touring ethos of the Mojo. It tries to establish the Mojo as a long distance tourer by showcasing its mile munching abilities.

The campaign tries to show the thrill of going long distances with your fellow bikers, referred to as your ‘Tribe’ in the campaign. The video tries to emulate the perfect road trip where the road is the home, and the fellow bikes are brothers, and the journey is the real purpose of the trip.

Mahindra has also released a re-imagined version of the classic blues rock track, ‘Got My Mojo Workin’ as the official Mojo Tribe anthem with the video. The song provides the perfect backing track to the touring mentality shown in the video.

Mahindra also stated that the Mojo campaign is a 360 degree which begins with the #BornForTheRoad initiative, which starts on digital media, and will soon make it to TV screens across India.

To further build on the touring credentials of the Mojo, Mahindra has launched an on-road initiative with Born for the Road points at sales kiosks at dealerships, which is followed by a Spin the Knife activity, where riders spin a virtual knife on a map to point them towards their next journey.

This touring centric approach can also be seen in the way the bike was designed. Its DOHC engine with Electronic Fuel Injection (EFI), iridium spark plug, resonator fitted intake system and a dual exhaust tweaked to make a unique burbling sound.

The Mahindra Mojo also gets a long range 21-litre fuel tank. The handlebar and the footpeg placement offer a relaxed riding position. The bike also comes shod with Pirelli Diablo Rosso II tyres which offer exceptional grip.

This coupled with the inverted forks and the 320 mm radially mounted front disc brakes ensures the bike gets ample stopping power. An optional ABS offering which the bike misses out on, would have completed the touring package.

The bike retails for Rs 1.94 lakhs (on-road, Mumbai). With the launch of this campaign, Mahindra is trying to give the Mojo a distinctive character which will see it attract a particular set of buyers in the market.

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