Warm and happy persona for the used car business of Mahindra First Choice Wheels
Mahindra First Choice is India’s largest multibrand certified used car company. As the used car market in India is rapidly growing, Mahindra, the market leader wanted to create a brand experience that is consistent across all the user touch points.
The category has been traditionally selling on rational benefits. The market is dominated by local players and there is always a fear of middlemen, paperwork, warranties and the trust with a brand is missing.
We looked deeper into how the company can be catapulted into a people friendly unit with end to end consistency of the new brand proposition. We came up with a new ‘warm and happy’ brand experience using personas that articulated brand benefits in a language that connects with the end consumer instantly. Warmer yellows completed the look.
The logo was re-adjusted to give a different hue of yellow that occupied larger real estate. This was to shift from a ‘classifieds’ look to a ‘warm and happy’ look for the brand
Secondary colour palette was introduced to create a richer and more complex identity. The usage of secondary colours was kept minimal and the ratio was clearly stated
Brand Mahindra First Choice stands for celebrating individual stories. It strives to demonstrate an individual achievement, a unique story, through all its communication. These individual stories are told in a way that is youthful, energetic and the characters bring about the brand benefits through language that is everyday and direct.