Cheil X Launches Campaign Highlighting MG Hector's Low Maintenance and High Resale Value

Cheil X has launched a communication campaign to highlight the MG Hector’s low cost of maintenance and impressive resale value. The campaign features two humorous films, emphasizing that the MG Hector offers exceptional value for money in its category.

MG Hector, the flagship vehicle from JSW MG Motor India, was introduced in 2019, revolutionizing the market with its first-in-class technology under the slogan “It’s a human thing.” As India’s first connected car, it set a new standard in the mid-sized SUV segment with its advanced tech features.

Udit Malhotra, Head of Marketing at JSW MG Motor India, stated, "The MG Hector, India’s first internet SUV, has become highly popular among Indian car buyers for its combination of luxury, efficiency, bold design, and advanced technology. This campaign with Cheil X aims to highlight the Hector’s low total cost of ownership (TCO), high resale value, and superior quality, showcasing its unparalleled driving experience and exceptional value."

The campaign’s centerpiece includes two films that use humor to illustrate the MG Hector's value for money. The first film depicts a humorous exchange between neighbors, highlighting Hector's low maintenance cost of just Rs 500 per month, which is 10-20% lower than that of a hatchback, according to a NielsenIQ cost of ownership survey from December 2023. The second film features a conversation between friends, showcasing Hector's remarkable resale value of up to 74% after three years, as per a 2024 Droom study. These films are part of a broader communication strategy that includes print, digital, and social media campaigns.

Amit Nandwani, National Creative Director at Cheil X, commented, “While MG Hector is loved by its owners and admired by many, few know about its low maintenance cost and highest resale value in its segment. We wanted these messages to be a pleasant surprise for our target audience. Our films tell the Hector value-for-money story in a light-hearted, relatable manner, with slice-of-life banter and a touch of humor.”

Neeraj Bassi, Chief Growth Officer at Cheil X, added, “We have amplified the humor to underscore that we, as Indians, are value seekers. This insight drives the narrative of these films, reinforcing that we can’t pass up a product that offers great value for money.”