• Campaign India , Friday, November 9, 2012 9 AM

Mahindra Automotive's campaign is the first for the India-based automaker that touts a full line of vehicles, in this case Mahindra utility vehicles. The "Live young, live free" campaign, which underlines Mahindra’s leadership in the utility vehicles segment, is via Interface Communications. Robby Mathew, national creative director of the agency, said the idea was to tout Mahindra SUVs as having the ability to set owners free. The two-minute film is set in dramatic Indian landscapes to an English-language rock theme that repeats a "We live young…we live free" mantra. 

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