Cheil X India creates new value-for-money campaign for the MG Hector – Campaign Brief Asia

Cheil X has launched this new campaign to highlight the incredibly low maintenance costs and high resale value of the MG Hector. The campaign includes two films that convey the message that the MG Hector offers the best value for money in its category.

MG Hector is the flagship car of JSW MG Motor India. It was launched in India in 2019 and created a stir in the market with its world-class technology offering under the premise of “It’s a human thing”. The first connected car that came with several unthinkable tech features and took the entire segment by surprise. A car that set a new benchmark in the mid-size SUV segment.

“The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers as it seamlessly combines luxury, efficiency and a bold, robust design with advanced tech features. We are delighted to launch the ‘Value for Money’ campaign with our partner Cheil X. This campaign aims to highlight the outstanding offerings of the MG Hector such as its low Total Cost of Ownership (TCO), high resale value and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering excellent value for money,” said Udit Malhotra, Head of Marketing, JSW MG Motor India.

The face of the campaign is a couple of films that use humour to illustrate that the MG Hector is a really good car with good value for money. Both the films use real life moments and relatable situations to convey the message. The first film uses a banter between two neighbours to show that the maintenance cost of the Hector is low at just Rs 500 per month, which is 10-20% less than a hatchback (as per NielsonIQ survey on running costs – Dec 23). The second film is a conversation between two friends and shows that the Hector has an incredible resale value of up to 74% after 3 years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.

Amit Nandwani, National Creative Director, Cheil X, says, “While the MG Hector is loved by its owners and admired by all, not many know that the Hector has incredibly low maintenance costs and the highest resale value in its segment. We wanted these messages to be a pleasant revelation, a delightful discovery for our target audience. Our films convey the story of the Hector in a light-hearted yet relatable way. The films show a slice of life of a Hector owner and a friend. A touch of humor and brilliant acting bring the situations to life.”

Neeraj Bassi, Chief Growth Officer at Cheil X, added, “We have amped up the humour to show that we (Indians) seek value and this realisation has spiced up the storylines of these films. The campaign puts into words what we already know: we cannot pass up a product that is value for money.”

Credits
Agency: Cheil X
Managing Director: Sanjeev Jasani
Creative Director: Vikash Chemjong
Chief Growth Officer: Neeraj Bassi
National Creative Director: Amit Nandwani
Chief Strategy Officer: Sourav Ray
Vice President, Operations Manager: Kanika
Account Management Team: Kunal Sharma, Priyanka Saini, Anamika Sharma, Shrey Gandhi, Anuja Bharati, Niharika Roy
Creative Team: Anant Medepalli, Pavneet Kaur Bhasin, Ajay Singh, Volga Atwal, Shriya Bhardwaj, Bikash Ranjan Biswal
Account Planning Team: Debopriyo Bhattacherjee, Shivani R