NEW DELHI: Mahindra First Choice Services (MFCS), part of the USD 16.9 billion Mahindra Group is India’s leading chain of multi-brand car service workshops, with a national network comprising 100 workshops across more than 60 cities, today launched its first television commercial ‘Free ke baad First Choice.’
“We are delighted to announce that we have scaled our multi brand organised service network to 100 workshops across 15 states with a robust spare parts and service supply chain. This campaign is to take the unique positioning of ‘Free ke baad First Choice’ - MFCS being the destination for car service post free service period,” said YVS Vijay Kumar, CEO, Mahindra First Choice Services Ltd.
“The campaign is based on the customer feedback received through various market research conducted in last 3 years. Set in a humorous undertone, the TVC brings out the key message which every car owner is familiar with – the pains and perils of getting your car serviced once the paid service period is over,” Kumar added.
“The consumer gets the feeling of behavior change and implied costs of car maintenance. The customer looks for honest advice and assured quality of service. With this campaign we hope that the customers will be able to relate to the concept which is straight out of a real-life situation.” said Alok Kapoor, Head- Marketing and Franchise Development- Mahindra First Choice Services Ltd.
“This month long multimedia campaign will be majorly through television, outdoor, radio, online and print. The approximate spends are to the tune of Rs.10 crore and the campaign will break in the coming week, post Republic Day,” Kapoor added.
“We understood the concerns and saw an opportunity to create a humorous campaign addressing them. The TVC establishes a contrast between two scenarios, during free service period and paid service period-how the behavior of the customer and service advisor (workshop) changes towards car maintenance. During free service period the customer is king, he has the upper hand, asking service advisors to do work which might not be required since there is no cost.
The contrast is during the paid service, when the service advisor starts behaving like a king, and tries to oversell things which might not be required , thus creating a doubt in the mind of the customer,” said Rajan L Narayan, Founder and Principal Consultant, The Lonely Cloud Consulting Company.