Mahindra Xylo: One Kasbekar, zillion sexy legs

Xylo brand managers must be the rare marketers who conceal the good and reveal the rubbish

So, that multi utility vehicle (MUV) called Xylo has come a long way. From 'The Time of Your Life' nonsense, they have moved on to promising many 'Happy Legs'. Looks like a step in the right direction. Or so it seems.
Xylo’s earlier commercial totally went over my head. The swank gaadi boasts some cool features: foldable flight trays, walk-through aisles, flatbed seats, individual reading lamps, digital drive assist system, etc. And what did the commercial highlight? Hard partying dudes and tight close ups of anatomies. All grooving to the eighties track, ‘Have the time of your life!’ Serious ad spend down the tube, is the most polite way to describe this.
Well, at last they seem to have found their bearings. Only somewhat. Now the ad is pushing space and comfort. Well, at least that’s tangible, at least now Xylo stands for something! And in order to make the effort a little more memorable, fashion photographer Atul Kasbekar has been hired to do the honours. No issues with that. A much better choice than the done-to-death movie and cricket stars. He doesn’t plug a hundred other brands, so that’s unique for Xylo. What the photographer does in the commercial is to place lots of pretty, leggy models in his Xylo, who, because of the ample space in the car, arrive at the location of the shoot with happy legs, and perform well.
Now here’s where things go horribly wrong, although the strategic intent is right. The commercial is extremely shoddily conceptualised, directed and edited. The expressions from Kasbekar and the models are forced and artificial, and whatever little they may have captured at the shoot, gets lost in the edit suite. In fact, the film is so badly crafted, even the legs of the pretty models give out no expressions! And that’s saying a lot. And Kasbekar looks so out of place and lost, it’s almost as if he’s yelling loudly, “Guys, please let me be BEHIND the camera!” And just in case you forgot their earlier ridiculous commercial, this one ends with the same old: ‘Have the time of your life!’
Wow, some more fat loads of money down the drain! What I don’t understand is this: Mahindra Xylo has great features. Why don’t they create nice little commercials revolving around them, so that at the very least the audiences know about them, at least the ad offers something fresh. And yes, if they have signed a long-term contract with Atul Kasbekar, their best bet is to hire his services to do what he’s best at: shoot cool stills of the sexy, lovely legs.
Xylo brand managers must be the rare marketers who conceal the good and reveal the rubbish.



Madhukar Sheth

6 years ago

Xylo is any day a better "car" than most in the mkt. It has many more features than costlier cars/suv.
Apart from being most spacious, it has good power and BEST interior.
If you dont have financial ego and dont want to show off your status with BMW/Merc, than Xylo is much
better (per rupee).
Its reading lights are brighter than most others. BUT Mahindras and Tatas need to refine their engineering for lowest defect tolerance and for a higher MTBF ( mean time between failures ). Today, the best MTBF is in Honda vehicles.
I recently drove Honda Pilot 10,000 Km in 10 days from NYC-JFK to San Diego and return, fully loaded, and
hence the opinion.

Look at M&M's share price after Anand took over, it gave better return than most manufacturers, world wide.
Thank God Anand failed in film line, his 1st choice.
Anand ( and Kumar Birla) behaved novice, when he stood up in the audience and meekly asked Amir Khan a question on
success of 3 idiots
Anand, you are any day more successful and pay far more taxes to the nation and employ more people than Amir Khan. You were looking star crazy. I know south Indians are star crazy and you need to be a star to start a political party but you are from Punjab ( I suppose) where every 10th boy is a star.
In olden times of illiteracy, gods and saints used to be stars, then we had filmi stars.
Believe me, in new literate times, Industrialists and wealth producers will be stars.
You are in right line, Anand.


6 years ago

The great thing about the Scorpio and Xylo ads is that they end up managing to sell more Boleros and "ordinary" M&M vehicles for the company on an all-India basis. That has to be saluted. Aspirational ad aimed at the city dweller who wants a pretty toy to climb pavements with actually manages to somehow reach out and convince the rural/semi-urban customer that the older vehicle is tougher.

25% public shareholding norm can raise Rs2 lakh crore: Crisil

While the London Stock Exchange requires 25% minimum public shareholding, the Singapore and Hong Kong stock exchanges also stipulate public shareholding between 12% and 25%, based on the market capitalisation of the company

Crisil Equities today said implementation of the government's proposal to increase public holding in companies to 25% could witness a spate of issues, garnering over Rs2 lakh crore from the primary market, reports PTI.

Crisil said there are 179 listed companies that have public shareholding below 25% and implementation of the government's proposal will significantly increase liquidity in the equity markets, make fair price discovery more robust and enhance investor participation.

"Based on the current market price and the extent of promoter holding, it is estimated that these companies will raise Rs1.6 trillion (Rs1.6 lakh crore) if they opt for sale of shares and Rs2.1 trillion (Rs2.1 lakh crore) if they plan to dilute their stake via issue of fresh shares," Crisil Equities said in a statement.

It added that about 82% of the estimated funds are likely to be raised by 29 listed government entities in order to adhere to the proposal.

The finance ministry and the Securities and Exchange Board of India (SEBI) have been contemplating increasing public shareholding of listed entities to a minimum 25%. At present, most of the initial public offers (IPOs) come with a 10% float and certain listed public sector undertakings (PSUs) have holding below that threshold.

Crisil research director, capital markets, Tarun Bhatia said, "The proposal is in line with practices followed in developed economies globally and is expected to improve the liquidity in these companies."

While the London Stock Exchange requires 25% minimum public shareholding, the Singapore and Hong Kong stock exchanges also stipulate public shareholding between 12% and 25%, based on the market capitalisation of the company.

Mr Bhatia cautioned, however, that companies would need adequate time to fulfil the 25% listing requirement, because they would find it difficult to raise the estimated amount of money in the short term, as it could impact their market values.

Mr Bhatia said, "Such a significant step should be implemented in a gradual manner, as the overall quantum of fund raising is almost three times average annual fund raising observed in the recent past."

Crisil said that over the past six years, companies have raised Rs500-550 billion (Rs50,000 crore to Rs55,000 crore) annually on an average through equity issues, including IPOs.


India needs to build confidence to woo FDI in power: Minister

Though it was envisaged that 42,000MW of power capacity addition would take place during the Tenth Plan, only half of the target could be achieved because of many shortcomings

Power minister Sushil Kumar Shinde has stressed on the need for creating confidence among foreign investors to attract FDI in the power sector, reports PTI.

"Despite making provisions for 100% FDI in the power sector under the Electricity Act, 2003, there was not much response. But now we have taken many corrective steps to help the power sector grow, which is restoring confidence among foreign investors," Shinde said at the signing of a joint venture (JV) agreement between Sembcorp Utilities of Singapore and Hyderabad-based Gayatri Energy Ventures Private Limited in Hyderabad today.

"Sembcorp is the first foreign company to invest in the power sector in India in the last four-and-a-half years," the minister, said referring to the JV that is setting up a 2,640-MW super-critical thermal power plant at Krishnapatnam in Andhra Pradesh.

While Gayatri will have the majority 51% stake in the JV, Sembcorp will hold the balance.

Mr Shinde recalled that immediately upon assuming power in 2004, the United Progressive Alliance (UPA) government had pumped in Rs10,000 crore to revive the Dabhol power project (now known as Ratnagiri Gas and Power Private Ltd).

"Prime minister Manmohan Singh is very particular that the country's image should not suffer and hence, we pumped Rs10,000 crore to get the power plant running at Ratnagiri," he pointed out.

Stating that the government had done a lot of "introspection" into what was ailing the power sector, the Mr Shinde said many corrective steps were taken to put things back on track.

Though it was envisaged that 42,000 MW of power capacity addition would take place during the Tenth Plan, only half of the target could be achieved because of many shortcomings.

"Primarily, there was no monitoring of the projects and orders for equipment were not placed in time. Besides, BHEL did not have adequate capacity to meet the needs, leading to inordinate delays in execution of projects," Mr Shinde said.

Now, BHEL has gone in for a massive capacity expansion, while three monitoring committees were set up at different levels to ensure that power projects were executed in time, the minister added.

With the expansion projects in full swing, Mr Shinde said every household in the country would get electricity by the year 2012.

The per capita power consumption in the country would also simultaneously go up to 1,000 WH from the present 700 WH, he added.



Shadi Katyal

6 years ago

Ever since Nehruvian Economics plan came into existence we have heard nothing but been shown such green fields which turn out to be not real green but pained green.
When a nation writes Laws of rollingup welcome mat to NRI and pass bills with retroactive demand for returning Indian passports with fines and treat NRI as enemy of the nation,. how can others trust such aGovt.
India has to learn yet how to welcome FDI instead of making it more difficult to invest.NRI who willing to invest run into more rules and red tape than say foreigners. why this double face???

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