Stuck and slow
It’s Monday morning and I’m late to work. Tailing a truck on a narrow street, I’m confronted with a daring remark. In Hindi, it means:
‘Overtake me if you have the guts, or zip it up.’ It would not be the only challenge thrown my way this day.
I huddle my team for a brainstorm.
It would be the first of hundreds in the months to come.
The task was simple: go big or go home.
Upping the marketing for our existing trucks would not do.
We needed a whole new way of doing business.
We needed a killer new product.
We needed a winner.
Mahindra BLAZO - a smart truck with a solid guarantee.
The first thing we do is shave 450 kilos off our old truck. Then, we give it a bigger heart – a heart of 260 HP.
It was lighter on the outside and stronger on the inside – the perfect mix for a heavy load.
A Smart Promise
The switches gave the driver unbeatable mileage, without compromising on power. But we didn’t want to just say it. We needed a rock-solid guarantee to win our customer’s faith.
So we make two sincere claims that no other truck company in India had made earlier.
Do or die
“Are you sure about this?” caution management.
“I hope you have warehouses for the trucks that come back,”
“Do we really need to say both?” reason sales teams.
We tune out the cynics and remain resolute to our word. With all our collaterals in place, we wait with bated breath for the day of the launch.
The campaign rolls out and the phone lines open. At 3PM, we get our very first enquiry. What follows is 10,000 enquiries that week alone – five times more than the average during any campaign launch week.
Two years are up, and we make our way to the board room once again.This time, we walk in with confidence. And the numbers to back us up.