Mahindra Thar Roxx — Market Launch Campaign 2024

The launch campaign for the Mahindra Thar Roxx — the 4-door evolution of India's most iconic off-roader. Shot across two of India's most dramatic landscapes, the campaign involved 14 days of production in Ladakh (Pangong Lake, Nubra Valley, Chang La Pass) and 7 days in the Rann of Kutch during the winter white salt season. The campaign produced a 3-minute hero film screened at the launch event in Mumbai attended by 8,000 enthusiasts, 60 short-form social assets adapted for Instagram Reels, YouTube Shorts, and Moj, and a 45-minute adventure documentary for Prime Video. 22 automotive creators were embedded in the production, publishing real-time content with 900 million combined impressions across the campaign period. The Thar Roxx received 176,000 bookings on launch day — the highest single-day booking record for any vehicle in India.