MG Hector campaign highlights low maintenance costs and high resale value

MG has launched a new campaign to highlight the low maintenance costs and resale value of the MG Hector. The campaign by Cheil X includes two films that show that the MG Hector offers more for the money in its category.

MG Hector is the flagship of JSW MG Motor India.

“The MG Hector, India’s first internet SUV, has become one of the most desirable SUVs among Indian car buyers as it seamlessly combines luxury, efficiency and a bold, rugged design with advanced tech features. We are delighted to launch the value for money campaign with our partner Cheil X,” said Udit Malhotra, Head of Marketing, JSW MG Motor India.

---

---

In the first film, a conversation between two neighbors reveals that Hector can be had for only 500 rupees a month.

The second film is a conversation between two friends and highlights the resale value of up to 74% after 3 years (according to Droom study 2024).

---

---

Amit Nandwani, National Creative Director, Cheil X, says, “We wanted these messages to be a pleasant revelation, a delightful discovery for our target audience. Our films convey the story of Hector value for money in a light-hearted yet relatable way. The films show a slice of life between 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