AFP Executes Subtle but Impactful Launch of Mahindra Gusto 125cc at Lavasa

by  EVENTFAQS Bureau Marketing | May 9, 2016 | News

A for Pineapple Mahindra Gusto

A for Pineapple (AFP) recently managed the launch of Mahindra Gusto 125cc, an urban, trendy scooter designed to attract the youth. The launch took place at Lavasa, and included a product unveiling and a Gusto ride, wherein participating media and trade persons rode the new scooter past hilly terrain and a lake and even on a few off-road tracks in Lavasa.

The brief was to launch this stylish scooter in a setting which matched the brand positioning, but not in a metro or mini-metro. AFP brainstormed and zeroed in on the idea of going to a location close to a big town, which has a metro feel and is also a trendsetter of new India - Lavasa. After some deliberation, it became clear that this was the ideal place to create an experience that was in line with the positioning and which would allow the brand to make a huge impact on those attending.

A unique stage was designed taking inspiration from the Decals on the scooter. A hexagonal shaped stage was constructed inside the Lavasa Convention Centre. Instead of the usual round tables, sofas or white chairs, a set of classy, amber, star-shaped designer sofas were placed for audience seating.

Describing the thought that went into creating this launch, Annu Anand, Director, AFP remarked, “We decided that instead of a loud bang, the product had to be launched with simplicity and elegance, without disturbing the peaceful and pristine atmosphere of the Lavasa lakeside. The uber-cool scooter was placed on the hexagonal stage covered by a sheet created with brand colours. It was a graceful launch, where the soul of the product – radically cool and refreshing - was established through the décor, event design, set-up and the location. In the world of product launches where loudness and a big bang is customary, AFP broke the norm and created a huge impact through subtlety and class.”