Launching India's First Personal Utility Vehicle - Multix
Automotive giants Eicher Motors and Polaris US recently had a lovechild. And we helped deliver it. Meet Multix. It’s a family car, a pickup van and the world’s most good-looking power generator. One electrifying launch campaign in, the new 3-in-1 Multix is already starting to change India’s semi-urban business landscape. And as the brand’s godfathers, we couldn’t be more proud.
We faced the tough task of communicating with a semiliterate, multilingual rural target audience. The solution required simple visuals and instructive design. To break the typical mold of automobile advertising, we gave Multix a distinct visual identity, showing the product through simplistic vector drawings.
Multix – the little engine that could. Our films bring out Multix’s go-getting, can-do vibe.
Our integrated campaign. The result? Pan-India audiences have re-christened the vehicle as the new “3-in-1 Multix”.
The vehicle’s many utilities and features, cleanly showcased.
Power bank
Pen drive
The Launch:
For the launch event, we orchestrated an interactive showcase, complete with a video and a cultural exhibition.
Client: Eicher Polaris Pvt. Ltd
Ad Agency: Wieden+Kennedy, New Delhi
Illustration: Rod Hunt Studios, London.
