FCB Interface India uses Live Young Live Free anthem for Mahindra’s range of SUVs

FCB Interface India has launched a new campaign for Mahindra’s range of SUVs. The campaign encourages everyone to get out and experience all that life has to offer. And with its range of SUVs and off-road vehicles, there is no better way to do it. With stellar locations and spectacular experiences on full display, this campaign embodies the spirit of adventure and freedom.

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About the film

Set to the tune of the original Live Young Live Free track from the first campaign, this film elevates it from a song to an anthem. A mix of Hard-rock, Dub-step, Carnatic, Hindustani & Folk tunes come together to give this film its soul. We see different people, from different walks of life enjoying their own adventures in a Mahindra SUVs while singing the Live Young Live Free Anthem. From breath taking landscapes in Ladakh and serene lakes in Shillong to dense forests in Assam and enigmatic dunes in Jaisalmer, we follow them all across India as they find their own versions of freedom.

Excerpts from Spokespersons

Joe: “There is a certain spirit that Mahindra SUV owners have in common. Our attempt with ‘Live Young Live Free’ is to salute this adventure spirit and outdoor mind set. While in the first film we focused on the vehicles and what they were capable of doing, this film is about the people who drive a Mahindra vehicle. The campaign showcases how the consumers can go anywhere and have the unique on road and off-road experiences that they crave for with Mahindra SUVs”

Robby: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set on ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest.  Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Pictures) has done a phenomenal job with the film and Mikey’s (Mickey McCleary) music score is truly breakthrough – an eclectic mix of genres and voices and styles.”

“This was one tough film to shoot. And I am not talking about the terrain where the Mahindra SUV’s had to perform. Imagine moving from location to location across Meghalaya, Assam, Ladakh and Rajasthan with a film crew of over 120 people, over 20 vehicle-support staff, 45 models…the weather playing truant, etc. etc..”

Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique tough & rugged DNA are best suited to offer a fun filled adventurous lifestyle to our customers and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect with our fans and exhorts people to join this movement. Essentially this TVC builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

Mr. Nayer further added, “As part of our consumer insighting studies we have also found that with changing lifestyles, one of the key emerging trends is the growing number of road trippers in India, and the consequent increase in the sharing of experiences through social media. Our customer value proposition is at the heart of this trend. Hence while we have our TVC, print ads and Digital content marketing strategy to amplify the Live Young Live Free communication, the newly introduced LYLF mobile app is an enabler to plan road trips and then share the experience with other liked minded road trippers.”

Credits –

Post production studio: Prime Focus