Mahendra Singh Dhoni was in the forefront of India’s historic one-day international series win Down Under – first ever in a bilateral series for the Men in Blue on the Australian soil.
Mahindra & Mahindra grabbed the occasion to drive home greater marketing mileage from Mahendra Singh Dhoni’s heroics, which sealed the series for India. The automobile major, using the success of its Formula-E team Mahindra Racing to be statutorily correct for capitalising on the opportunity, has rolled out big island advertisements with the Melbourne ODI reports in leading national dailies – The Times of India and the Hindustan Times.
The tagline “When Mahindra Wins, INDIA WINS” defines it all. The commercial is strategically placed to visually integrate the message the tagline carries with the reports on India’s historic win at the Melbourne Cricket Ground on Friday.
Smartly worded lines “When Mahindra Wins, INDIA WINS, aptly sum-up the series. The series has indeed win a morale win for Mahendra Singh Dhoni for his re-emergence as the “finisher” he has been. The veteran had re-emerged from the longer run of drought with the bat to ensure INDIA WINS.
Technically, though, the automobile brand cannot be challenged for this “surrogate” advertisement. It is well justified on “commercial rights” pitch as a victory celebration of Mahindra and Mahindra racing’s Formula E team Mahindra Racing’s “2nd consecutive win at Marrakesh E-Prix in Formula E all-electric racing championship. Jerome D’Ambrosio leads Driver Standings,” reads the message in the creative which also has a picture of driver Jerome D’Ambrosio.
Dhoni was the top Indian scorer, accumulating 193 runs from the three matches at the average of 193. He ended up being the player of the series on the seventh occasion in his one-day international career, also becoming the oldest Indian to the honour.
India signed off the three-series tour of Australia undefeated – drawing the three T20Is 1-1, and defeating the hosts with an identical 2-1 margin in the four Tests and three ODIs.