MPLIFY executed a high-impact, three-stage influencer strategy to launch the Mahindra BE 6 FE, transforming Mahindra's brand perception into a leading-edge electric performance brand.
The Challenge
The primary challenge was to pivot Mahindra's portfolio toward high-performance electric vehicles. The brand needed to:
Validate EV performance by leveraging Mahindra's Formula E heritage (M12 Electro).
Simplify complex EV technical specifications for a general audience.
Create a sense of urgency (FOMO) to secure bookings for the first 999 customers.
The Strategy
MPLIFY implemented a strategically sequenced, three-stage narrative to build momentum rather than launching all content at once:
Build international credibility and an aspirational foundation through automotive heavyweights.
Achieve nationwide visibility and drive booking intent with celebrity amplification.
Provide deep education and sustained engagement through localized perspectives in 5 languages.
Creator Mix
The campaign utilized a diverse network of 41 creators across 10+ genres (Fashion, Tech, Lifestyle, and more).
International automotive enthusiasts like MoVlogs to build global authority.
Bollywood actor Angad Bedi to humanize technical details for the masses.
Connected the commercial BE 6 to authentic racing truths via the M12 Electro race car.
Successfully reached audiences across 5 major Indian languages.
Outcomes
Successfully bridged the gap between high-performance racing and everyday lifestyle mobility.
Reached audiences across 5 major Indian languages.
Exclusive benefits messaging (First 999) drove immediate consumer action and bookings.
Key Learnings
Don't reveal everything at once — build momentum through phases.
Use authentic racing history to validate commercial product performance.
Exclusive messaging is essential for converting awareness into immediate bookings.