Mahindra and Mahindra had recently acquired full ownership of its entry level model Logan. The company will now market the model under its own brand in the Indian market. M&M has re-introduced the no-frills entry level sedan model in the country with a new positioning. The company has already cut down its prices making it the cheapest car in its segment. Moreover, Mahindra has also once again started marketing the car aggressively in TV, print and digital media.
The new Logan is all set to return, all geared up once again. This time the company is intending to lure customers from the age group of 20-30 years to boost sales. The new ad campaign has been designed by Saatchi and Saatchi focussing on two important needs of young customers – mileage and space. The new tag line of the campaign is ‘Logan Loves India’.
“In an effort to strike an emotional chord with the Indian consumer, we successfully exploited some insights which are very true and very relatable for every Indian and juxtaposed it with the two key benefits of space and mileage that the Logan offers and which its customers readily testify to,” commented Vivek Nayer, senior vice president - marketing of automotive sector at Mahindra & Mahindra. He also pointed out that this is the first campaign after the JV ended between Mahindra and Renault.