Creative Execution

The website’s imagery does all the talking & follows the CEO philosophy of show more & talk less. Even the navigation focuses on the key features. The result was stunning imagery with 3 descriptors on each image. The 5 spotlights change intuitively by simply scrolling with your mouse. And on scrolling, the features on each spotlight are revealed. For the CEO, who is always on the move, the same experience was replicated on the iPad/ tablet as well. Here the mouse scroll was made even more intuitive- finger swipe.

• 3.48 lac website visits in the 1st month with 31% repeat users • 6 min + avg time spent on the website. 2.5x of the norm • 30% users accessed the site on mobile/ tablets- an insight we were well aware of

The SsangYong Rexton by Mahindra is a connoisseur’s delight in more ways than one. The premium SUV is a CXO’s car & our potential buyer is always short of time. Insight: Though the CEO has an attention for detail, he doesn’t have time to go through copious amount of feature list, specifications & details. To get hold of the CEO’s short attention span, we had to summarize the SUV in 5 spotlights that he would see on the homepage. In the CEO’s language, 5 PowerPoint slides. Strategy: But how do we summarize a car in 5 slides? Using Google search trends, we identified the top keywords that people look at when researching for premium SUVs. We clustered the keywords into different brackets & zeroed on the 5 elements - design, luxury, technology, performance & safety. These spotlights, akin to 5 slides is something that the ‘CEO’ website showed CEO counterpart.