There is great buzz around the launch of a new range of electric vehicles from the Mahindra Group. Social media is full of influencer-driven posts on two amazingly looking cars launched this week.
With supremely crafted, market-ready design and an exterior usually seen only on concept models, Mahindra seems to have a winner in the making.
From the communication and publicity points of view, what is noticeable about this hype and buzz is that it has all been created on digital mediums through influencers and automobile enthusiasts.
It is noteworthy that prospective buyers are yet to see full-page newspaper ads or big-ticket TV commercials for these vehicles. Not that influencer marketing comes free of cost, but the fact that folks at Mahindra have been able to generate this kind of buzz is a phenomenon worth taking note of.
Conventional advertising was considered a necessary evil even in the heydays of conventional media. Not sure about the “evil” part, but for the time being, conventional media doesn’t seem to be necessary for brand building.
