When research firm McKinsey turned in their market and brand research docket to Club Mahindra, it turned out to be a mandate that was -quite improbably-delivered by a fledgling creative consultancy called Steppenwolf Creative Solutions.
It started with a seemingly innocuous meeting. We were retained by Club Mahindra for a few ad-hoc creative executions. What followed was a dramatic turnaround period for the brand – a time of rapid and unprecedented growth during which time our Marcom Solutions played an effective, at times critical and often critically acclaimed role in the marketing mix.
Steppenwolf Creative Solutions’ body of work for Club Mahindra spans a full spectrum of media. We’ve done Press Ads, BTL, Events, DM, Digital and Outdoor.
Some of these are ads, some are jpegs of other artworks, others are concept cards/roughs. 5 of the ads featured here (Paradise Lost, Free, Elope, The Happiest Families, Morning Jog) were done by Mel. Rajesh, now with Lintas Bombay, did the Club 2 Bear Hug poster.The rest were done by me.
Club 2 : Aimed at the sizeable newlyweds/DINKS segments of the market, we named the variant Club 2 for research/review purposes. In an eventual avatar, it became the woefully inadequate, wishy-washy sub-brand called Zest (!). As my friend Sam would often say with the zeal of the dyed-in-the-wool adman, there's 'no point in a brand having half-an-attitude.'Such are the adman's battles.
Rajesh did this lovely poster. He heard me without batting an eyelid, gave me the line off-the-cuff, narrated the visual and sauntered away. If you look through the ads above you'll spot the bear and the tent as separate pictures.
