Cheil X films highlight MG Hector as the best in its class

Mumbai: Cheil X has launched a communication campaign to highlight the low maintenance cost and resale value of the MG Hector. The campaign will be based on two promotional films that will 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 offers technology offerings under the positioning “It’s a human thing”. The first two connected car films, which convey the message that the MG Hector offers the best value for money in its category, were loaded with technology features.

“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, rugged 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, Marketing Head, JSW MG Motor India.

The face of the campaign is a couple of films that use humour to illustrate that the MG Hector really offers value for money. The first film uses a banter between two neighbours to show that the maintenance cost of the Hector is low at Rs 500 per month, which is 10-20% less than a hatchback (as per NielsonIQ Running Cost Survey – December 2023). The second film is a conversation between two friends and shows that the resale value of the Hector is up to 74% after three years (as per Droom Study 2024). The films are part of a communications mix that also includes print, digital and social media campaigns.

Amit Nandwani, National Creative Director, Cheil X, says: “Although 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 the 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, Cheil X said, “We have brought the humour to the point that we (Indians) are value seekers and this realisation has taken the narrative of these films to new heights. The campaign puts into words what we already know, that we cannot pass up a product that is worth the money.“.

Hector film with low maintenance:

Hector Resale Value Movie: