Mahindra| Car Launch Concepts

22/05/19

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CONTENTS

o Overview and Objective

o Proposed Concepts

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Overview and Objective
Established in 1947, our core automotive business has grown to become India’s No.1 Utility Vehicle maker. With a portfolio that
extends from pick-ups to SUVs to LCVs & HCVs, Mahindra is committed to making the brand synonymous with world-class
automobiles and the company is building an innovation ecosystem that spans USA, Europe, India and S.Korea. Whether it’s their
commitment to the Future of Mobility, social responsibility, or creating customer delight - you’ll find that their vehicles today
are as global as the customers they serve.

Objective:
• For it’s upcoming car launches, categorically Thar & XUV 700, the company is looking for innovative ways to engage with
it’s audience.
• Empower the modern buyer to engage with the solution as an informative & intuitive bridge for next steps in sales. By
combining interactive selling experiences with industry-leading presales expertise.
• Design effective business communication for Mahindra that highlight its core competencies and subject matter expertise.
• The end objective is to get customers to witness the automobile innovations and opt for test drives.

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PROPOSED CONCEPTS

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 Concept 1- Thrilling VR Terrain Experience
• Give users the true experience of off-roading on some of the most
famous treacherous terrains with VR headsets.
o User downloads the VR app and immersive VR headsets are
synced in.
o User can pick a preloaded terrain between a famous Desert,
Snow Mountain or any other.
o The built-in drive simulator allows the user to experience car
through virtual reality.

Added features include:

o DIY tyre selection, car colours and other accessorizing.
o Integration with social media after course completion. User can
post the experience video online to earn ultimate bragging rights
among friends.
o User leader board allows you some perks/sync with loyalty
programs at the time of purchase.

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 Concept 2- Gamification Off Roading Game
Ride your Thar on extremely addictive tracks while you perform slick
wheelies, crazy jumps, mid-air flips and menacing stunts! Battle
players from around the world and dominate country leaderboards on
every track! Race, explore, upgrade, and compete.

Proposed Features:

PVP Modes Model Cars

Physics-based
(Highlight the DIY
Gameplay (Refers Value Add) Feature)
•Control your car •Race against • Collect and build
with extreme Drivers from around cars in the Garage
accuracy and shift the country to rank – each with
your car’s weight higher up the unique speed and
backward or Leaderboards and handling!
forward for better win exclusive new • Build a
landings, climbs and Rewards! community/forum
stunts!

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Concept 3- Turn The Car Into A Mobile Commerce Hub
• Voice assistants and digital payment tools to integrate
shopping and entertainment into the driving experience
itself, turning the car into a mobile commerce hub.

• Enabling consumers to easily purchase items, such as food

and gas, while on the go—and simultaneously presenting a
new opportunity for marketers.

• Inclusions: Alexa Voicebot, Visa/Amazon Pay integration,

Audiobooks, Food Delivery, Movie Ticket Booking,
Groceries, Toll Payments and more

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Concept 4- Pop Up Stores with AR Filters for Social Media & Interactive Floors
Interactive Floors
• Adapting thematic main visuals to web-based application and
interactive projection to provide comprehensive memorable pop up
store experience.
• An Interactive Projection Floor that is made up of 3D illustration of a
theme specially customized and installed on pop up zone venue.
• Upon walking different parts of the illustrations on the floor, the
digital animation of the respective illustration would be triggered
and start playing.
• An interactive augmented reality web-based application presenting AR Filters
benefits of the car in a view of valuable lifestyle to create resonance.
• Using facial recognition AR gaming, users can apply their own mobile
device to experience this interactive application.
• Program will detect the guest’s face to pop up the 3D animation;
guest fill in the registration form and submit the photo; can register
the lucky draw gaming part.

Link: https://www.youtube.com/watch?v=7PFoNJx_S8I
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Concept 5- Pop Up Store Interaction
• Via an interactive game on the store window or the Pop-up
store, visitors will be teased to come inside.
• A window mounted interactive projection screen consisting
of a 50″ ‘Clearview’ holographic rear projection film and a
interactive dual touch foil, connected to a very bright and
high resolution projection system would form the basis for
the shopper to interact with our initial design of playing a
light pattern memory game.
• This solution will encourage shoppers to ‘connect’ with a
brand new car, on show inside the pop-up shop, by playing a
light pattern memory game. When the shopper repeats the
pattern correctly on the touch window, an LED trail lights up
to connect them to the car.

Link-https://www.youtube.com/watch?v=irqRjy3cvNk

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Concept 6- 3D Projection Pop Up Exhibition – Interactive Project
• Tablet application and projection program, visitors
can draw their prefer graphic and illustration
• Tablet application will record the image and instant
connecting the projector.
• Visitors can see immediately their tailor-made art
piece in car model and selfie with it.

Link- https://www.youtube.com/watch?v=iZWbvWFYcq4

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Concept 7- Interactive Art Graffiti Photo Experience
• Visitors use the application to take photos and touch different
colour illustration icon to create their art photo
• Application will output the art photo with unique QR code.
• ECO team support the visual adaptation, large display hardware
installation, surface tablet application development and event-
site technical support.

Link-http://videinsight.asia/bmw-artbasel/

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Concept 8- Find A Mate Around The Area
This solution is all about connecting you with a huge like minded network
of off roading mates and events.

Features include:
• It's a match. Find players who are ready to play the same level as you,
wherever you are.
• No more managing headaches with our fully automated admin
process.
• Add your mates to build your very own personalised sports network.
• Chat – reach your friends and groups instantly.

Link- https://findaplayer.com/
Link https://www.gwsportsapp.in/delhi-ncr

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Concept 10- Interactive AI Installations with Social Media Integrations
• The artificial intelligence installation took the form of a
sprawling 30-meter structure that spells out “MAHINDRA
RISE" with LED video tiles.

• People can interact with the machine by telling it a

passion of theirs and in response, the system will display
an image of the person alongside images of their favorite
subject.

• For the most personalized results possible, Mahindra can

give guests the options to share their camera roll or social
feeds.
• The artificial intelligence system can also include the
ability to pick up four different languages via training.

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Concept 11- Head Turning Billboard
• The solution uses both crowd detection and facial recognition
software.

• Looking to target audience, Mahindra can hand-pick a high-

traffic video wall in the heart of a city’s district.

• A simple but effective message is needed for a busy walkway.

• The beauty of this campaign is a head counter that tracked

people’s engagement with the slick creative.

Link- http://creativecriminals.com/billboard/mazda/head-turning-
billboard

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Concept 12 – Sound Lab Legacy
Experience the brand like never before.

• Build a sound lab with the legacy of the brand and focus on
the sound and the history of Mahindra.

• Use Voice Assistants where visitors can hook themselves up to

a pair of headphones and watch clips curated around themes
like design and off reading etc.

• Build a VR display, where people can interact with the car by

choosing a projection to be displayed on it.

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Concept 13- Projected Window Display
• The car display will be digitally enhanced and featured
large projections of moving car models.

As passing cars drive by the window, it's images

moved, responding to the hustle and bustle of the city
around them.
• The projected window display will stun individuals who
walk by it, giving them a peek into the future and an
exclusive look at latest models.

Using digital projections and motion detectors, the

window display will come to life before viewers' eyes.

• Each of the window's visitors will able to participate in

a unique experience that was altered depending on the
speed of moving traffic.

Link- https://vimeo.com/79917666
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Concept 14 -Google Map Icon Integration For Nearest Dealership
• Use google maps icon ability to for
surrogating marketing efforts.
• Let user drive to the nearest dealership via
Thar icon
• Owners can also beam to nearest that’s and
build a community in the area.

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THANK YOU

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