Mahindra, in collaboration with creative agency FCB India, has rolled out an innovative new campaign titled “The Mahindra Pothole Test Drive.” In a bold move, the brand has transformed Mumbai’s notoriously pothole-ridden streets into a live performance track to test its latest SUV, the Thar ROXX.
Instead of steering clear of urban driving frustrations, the campaign leans into them, turning road hazards into opportunities to highlight the Thar ROXX’s durability, suspension, and real-world capability. The 5-door SUV, designed to blend rugged off-road features with city-ready comfort, is being tested where most drivers endure their daily grind: the potholes of Mumbai.
Real Roads, Real Performance
Using Google Maps and municipal planning data, the team mapped out the worst pothole clusters within a 5-kilometre radius of a Mahindra showroom. These selected routes now serve as dynamic terrain to showcase how the Thar ROXX handles urban chaos, offering potential buyers a literal “bumpy ride” through the realities of Indian roads.
The campaign moves away from polished test tracks and embraces authentic city conditions, highlighting the SUV’s capability not just in off-road environments, but in everyday family commutes.
Beyond Off-Roading
This campaign is part of a broader push to reposition the Thar ROXX as more than just an off-roader. Earlier campaigns like “THE SUV” and a rock-themed teaser positioned the vehicle as a rugged yet family-friendly machine. The Thar ROXX expands on the 3-door Thar with added space, features, and practicality, appealing to a wider urban demographic.
Creative Commentary
Anusheela Saha, National Creative Director & Head of Design at FCB Neo, described the campaign as born out of the city itself:
“Some ideas don’t come from a brief — they come from the streets. Mumbai’s potholes were staring us in the face, and we turned that frustration into a celebration of capability. It’s as real as it gets.”
Mohamed Bareche, Executive Creative Director at Horizon FCB Dubai, added:
“To show off ‘The SUV’s’ readiness, we didn’t need off-road trails — Mumbai’s streets were enough. Only Mahindra’s Thar could take on this challenge and prove it’s built for India in every sense.”
Campaign Rollout
The campaign is being activated across social media and digital platforms, encouraging Mumbai locals to sign up for test drives and experience the Thar ROXX where it matters most — on their roads.
Credits:
Brand: Mahindra
Agencies: FCB India, Horizon FCB Dubai
Global Creative Partner: Danilo Boer
Director: Lloyd Baptista
Production: Another Idea
Music: Siddharth Chopra
Executive Creative Producer: John Bleeden
Cinematography: Sai Sharon
Creative Team: Thomas Nicolae Gheorghiu, Antonio Cué, Marcos Becker, Bassam Ehab
This out-of-the-box campaign positions Mahindra as a brand unafraid to embrace the chaos of real life — and design vehicles tough enough to thrive in it.
