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HomeThink TankCampaign DissectionCheil India Unveils "Unbelievable Delight" Campaign for MG Motor India

Cheil India Unveils “Unbelievable Delight” Campaign for MG Motor India

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MG Motor India has consistently stood out for its unique approach to humanizing technology and providing best-in-class features since its launch in 2019. As the company gears up for 2024, MG Motor India has unveiled an innovative multimedia campaign, crafted by Cheil India, focusing on its SUV lineup that boasts the perfect combination of features and affordability.

Anchored by three engaging films, the campaign features the Hector, Astor, and Gloster models, showcasing the brand’s commitment to delivering the right features at the right price points. The campaign not only emphasizes MG’s dedication to providing quality vehicles but also injects a sense of humor and uniqueness, setting it apart in a cluttered advertising landscape.

MG Motor India: “Unbelievable Delight” Campaign

The Films:

1. “Flying Pigs” – MG Hector Diesel 2024:

The first film introduces the MG Hector Diesel 2024, cleverly using the British idiom of ‘Flying Pigs’ to highlight the unbelievable pricing of the model. The visual twist at the end adds a touch of humor, making the ad memorable and relatable.

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2. “Unicorn” – MG Astor 2024:

The second film takes a mythical approach, using the concept of a ‘Unicorn’ to showcase the MG Astor 2024, emphasizing the blend of technology and comfort. This film brings a playful element to the campaign, making viewers connect with the brand on a more emotional level.

3. “Money Growing on Trees” – MG Gloster 2024:

The third film employs the idea of ‘Money Growing on Trees’ to highlight that the pricing of the MG Gloster 2024 seems too good to be true. This clever visual metaphor reinforces the theme of ‘Unbelievable Delight’ and captures the attention of the audience.

MG Motor India X Cheil India

Quotes from the Makers:

Udit Malhotra, Head of Marketing, MG Motor India says, “Since its launch in 2019, MG Motor India has been known for its unique approach to humanizing technology and providing best-in-class features. Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love.”

Amit Nandwani, National Creative Director, Cheil India says, “We wanted to explore a clutter-breaking visual route while finding a way to keep the context relatable and films enjoyable. Leaning into the idea of unbelievable delight, each film drives home the point in a light-hearted, fun way with a memorable visual twist at the end. And through the endearing banter of the Indian-British duo, we have tried to marry the British heritage and Indian connect of the brand.”

Neeraj Bassi, Chief Growth Officer, Cheil India says, “Working on an iconic brand like MG is a pure delight. For it’s a brand, which is not afraid to push the envelope yet endeavors to stay true to its core Britishness, very much a part of its identity. We are excited to partner with MG Motor in this campaign, where its humor grows on you as the narrative unfolds over a span of multiple films. We hope that consumers will enjoy these films immensely.”

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MG Motor India’s “Unbelievable Delight” campaign marks a significant stride in the brand’s evolution, emphasizing its commitment to providing customers with the perfect combination of features and affordability. The creative and humorous approach in the films not only breaks through the advertising clutter but also resonates with consumers, fostering a deeper connection with the MG Motor brand. As the campaign unfolds, it is poised to leave a lasting impact on viewers, ensuring that the British charm and Indian warmth of MG Motor India continue to captivate hearts in the Indian market.


Agency: Cheil India  
Chief Operating Officer: Sanjeev Jasani  
Chief Creative Officer: Vikash Chemjong  
National Creative Director: Amit Nandwani

Chief Growth Officer: Neeraj Bassi  
Chief Strategy Officer: Sourav Ray 
Vice President, Head of Operations: Kanika
Account Management team: Jaipal Singh, Priyanka Saini, Shweta Goel, Anamika Sharma
Creative team: Arjun Jetly, Sean Colaco, Shailender Singh, Volga Atwal, Rakshit Nair 
Account Planning team: Ruchi Kohli

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