IIPM Best B-school
Brand: Mahindra Scorpio
Agency: Interface
Mahindra’s stylish Scorpio transformed not only India’s SUV market but also the auto major’s brand image - from a sturdy carmaker for the rural markets to one that can offer sexy machines for the urbane few. M&M spent close to Rs.20 crore on its ‘car plus’ launch campaign. The segment, growing at 14% till 2002, grew at 51% from July 2002 to March 2003.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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