Going local is a route many advertisers take, but that has not given this auto ad any freshness

Mahindra Renault has launched a new campaign for its entry-level sedan called Logan. 'Logan loves India' is the theme. And so you can already imagine what the commercials might feature: desperately desi situations.
 
Two TV commercials are on the air. The trick they have pulled is to marry a particular car feature with the so-called 'Indian character' of the brand. The first film features the typical Indian undivided family. And highlights the unique characteristic of us Indians. One chap is flying out somewhere (maybe even from Mumbai to Pune for the weekend!), and the entire khandaan arrives at the airport to see him off.

Obviously, this situation is used to demonstrate the ample space in the car. The other film features a typical Bharatiya naari out to shop for that elusive sari. So she visits one shop after another, but can't make up her mind. And all this as the dear hubby cheerfully plays the chauffeur, only because the mileage of Logan doesn't hurt him much. Yes, all very Indian, all very 'hum log'. 
 
Now here's the problem: 'Made for apna desh' is a trick that's pulled by all sorts of brands now and then. Especially when a good idea doesn't strike the mind. Therefore this particular route clearly offers the Logan no freshness… in fact it's quite a tired strategy. But there's a much bigger issue out here: Even if the target consumers enjoy these commercials, and see themselves in the situations, would they want their car to carry the label of 'hamaari gaddi'? Is the Indian-ness of a car a desirable product proposition in this category, especially for a sedan? I mean, desh ki chai, desh ka paan masala, desh ki bank, desh ka cell-phone… even desh ka condom is all very fine and dandy. But a desi sedan? Naaaaah!
 
Ergo, the Mahindra suits have overlooked a critical consumer insight out here: For a big car, the status value of the brand is above all else in this country. Above mileage, above boot space, above any other feature for that matter. And the desi touch only depreciates the desirability quotient of the car, rather than add to it. So here's the bottom-line: the makers of Logan overlooked a very important 'Indian' thing: We people DO NOT desire local cars, in fact, that's considered down-market. Which is why this is a very risky idea. I think this campaign will do more damage than good to the brand. — Anil Thakraney