Club Mahindra: the bag "alive"

Ad Agency
Image advertising:

The task was to communicate to warm prospects who had already gone through a Club Mahindra sales presentation - offering them the unique opportunity to become members / of Club Mahindra - India's largest vacation ownership company. These prospects had shown interest but not bought into a membership. The challenge, therefore, was to find an idea so compelling that it could get the brand Invited into their homes - where a longer and more persuasive sales pitch could be made.

Strategy and Solution:
The strategy was to offer an expensive looking gift that many people would find hard to refuse - a brand new travel companion. The twist was that the bag was locked with a combination lock. Respondents would have to call Club Mahindra to invite a salesman over to unlock the bag and use it. To persuade the recipient to actually make a call
to Club Mahindra the creative leap we took was to bring the bag "alive" almost as if it was human and dying to go on a holiday with its new owner. The entire pitch to the recipient to call Club Mahindra to unlock the bag, was made by the bag itself and not the brand.

Of the 147 bags sent as a test case in Mumbai and Delhi, 40 potential members called to invite Club Mahindra
to come and meet them at their residences. An unheard of 27% response rate.

Advertising Agency: M&C Saatchi Direct and Digital, Mumbai, India

Creative Directors: Deepak Agarwal, Ganesh Prasad Acharya
Art Director: Ganesh Prasad Acharya / Copywriters: Deepak Agarwal, Gauri Gokarn