MUMBAI: Maxxis India, a sub-company of Maxxis Group, has launched an innovative digital campaign titled #PaanchSaalBemisaal for Maxxis Tyres. The core theme of the campaign is weaved around the idea that most political parties make promises without any warranty, while Maxxis 2-wheeler tyres come with industry-best 5-year unconditional warranty with first year free replacement that offers customers a seamless and easy replacement service. This warranty is valid for five years from the date of manufacture.
Another aspect that is unique to the policy is that it provides ‘free of cost’ tyre replacement covering both manufacturing and non-manufacturing defects, valid for the first year of purchase. Hence the tagline, ‘Pehla saal, no sawaal, Paanch saal bemisaal’.
Conceptualised by Grapes Digital, #PaanchSaalBemisaal is a digital campaign around the idea, ‘Waade Pe Gaadi Nahi Chalti, Warranty Pe Chalti Hai’. The campaign uses humor through a crisp story to establish the brand property connect with election theme at the forefront. The month-long campaign started with teaser posts on 22 April, followed by the hero video release on 8 May.
Commenting on the brand positioning through this campaign, Maxxis Tyres marketing head Bing Lin Wu said, “As India’s growing two-wheeler tyre company, we wanted our customers to know more about our industry-first 5-year unconditional warranty with 1st year free replacement. General elections gave us just the right opportunity to talk about warranty, in a contextually interesting way. We are confident that this campaign will appeal to a wide range of customers and acquaint them with Maxxis warranty, change the industry dynamics and help redefine warranty standards.”
Commenting on the campaign, Grapes Digital CEO Himanshu Arya said, “To choose warranty over waada (promise) was a powerful consumer-facing insight that we came across. #PaanchSaalBemisaal was the perfect hack to tap into the conversations around the general elections. It was action-oriented, well rooted in the product proposition and highly topical as well. With all the right boxes ticked we had just one question to answer- if not now, then when?” And addressing that concern the campaign was launched with a minute-long digital video. A quick repartee between the protagonist and a politician, the video ends on a message that says “Waade par gaadi nahin chalti, warranty par chalti hai” (vehicles don’t run on promises, but only on warranty). Now, who can contest that?”
The campaign also included a slogan writing contest, ‘Slogan Do, Warranty Lo’ that received a phenomenal response, with users sharing their own taglines, using the hashtag, #PaanchSaalBemisaal. Within just few days of its release, the video has already got over 3 million views across social media platforms.
