Mahindra Thar: An auction that built price premium

During the Covid-19 pandemic, Thar, a car brand, launched an auction to increase price perception and sales volumes.

Campaign details

Brand: Mahindra Thar Brand owner: Mahindra & Mahindra Agency: The Womb Communications LLP Market: India Sector: SUVs, 4x4s Media channels: Public relations, Social media, Websites & microsites Budget: Up to 500k

Executive summary

How do you exponentially increase the price perception and sales volumes of the premium edition of a much loved, rarely bought, cult two-door SUV during Covid times?