Mahindra Transforms Mumbai Potholes into Ultimate Thar ROXX Test Track
Mahindra and FCB launch “Pothole Test Drive” for Thar ROXX, using Mumbai’s worst roads to prove SUV’s toughness, suspension, and family-friendly comfort.
Prakhar
From Frustration to Feature
Mahindra and creative agency FCB have flipped Mumbai’s infamous potholes into a live proving ground for the new Thar ROXX SUV, turning everyday urban nightmares into a showcase of vehicle endurance
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Using city-planning data and Google Maps, the team mapped out 5 km of the worst pothole clusters within a Mahindra showroom radius, plotting a route that challenges the Thar ROXX’s 4×4 system, suspension travel, and cabin comfort
A Cinematic Ride on Broken Roads
The hero film follows a family-friendly test drive over jagged dips and waterlogged craters, emphasising how the ROXX glides through urban terrain with minimal cabin jostle, highlighting its dual DNA of off-road grit and daily usability.
Amplifying Engagement
Mahindra rolled out:
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Instagram Reels & Facebook Videos: Quick-cut clips showing “Thousands of potholes. 34 test drives. One SUV”
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Interactive Maps: An online “Pothole Locator” where users vote for their neighbourhood’s worst roads, fueling user-generated content and localised buzz.
Real-World Validation
Early metrics show a 20 per cent uplift in showroom footfall in Mumbai, with test-drive bookings peaking on weekends—proof that embracing, not hiding from, real-world conditions can drive consumer trust.
