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05:18 PM | Sat, 22 Oct 2016

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Mahindra First Choice Services Launches its First Nationwide Television Commercial – “Free ke baad First Choice”

273 Days ago


- When a customer buys a new car, he gets free services to be consumed in an interval of 2-3 years. In this free service period, he is generally carefree as he need not pay any charges to the workshop.


- Once the free service period is over, the customer longs for honest advice and assured quality of service at the right price.


- Mahindra First Choice Any CarService is transparent in its dealings and offers car owners an alternative where they can avail the best technical service, honest advice and are charged only wherever necessary.


- With 100 workshops, Mahindra First Choice Services this is undoubtedly the best choice.


Mahindra First Choice Services (MFCS), part of the USD 16.9 billion Mahindra Group is India’s leading chain of multi-brand car service workshops, with a national network comprising 100 workshops across more than 60 cities, today launched its first television commercial “Free ke baad First Choice.”


We are delighted to announce that we have scaled our Multi Brand Organised service network to 100 workshops across 15 states with a robust spare parts and service supply chain. This campaign is to take the unique positioning of ‘Free ke baad First Choice’ - MFCS being the destination for car service post free service period,” said YVS Vijay Kumar, CEO, Mahindra First Choice Services Ltd.


“The campaign is based on the customer feedback received through various market research conducted in last 3 years. Set in a humorous undertone, the TVC brings out the key message which every car owner is familiar with – the pains and perils of getting your car serviced once the paid service period is over. The consumer gets the feeling of behaviour change and implied costs of car maintenance. The customer looks for honest advice and assured quality of service. With this campaign we hope that the customers will be able to relate to the concept which is straight out of a real-life situation.” said Alok Kapoor, Head- Marketing and Franchise Development- Mahindra First Choice Services Ltd.This month long multimedia campaign will be majorly through television, outdoor, radio, online and print. The approximate spends are to the tune of Rs.10 Crore  and the campaign will break in the coming week , post Republic Day,” he added.


“We understood the concerns and saw an opportunity to create a humorous campaign addressing them. The TVC establishes a contrast between two scenarios, during free service period and paid service period -  how the behaviour of the customer and service advisor (workshop) changes towards car maintenance. During free service period the customer is king, he has the upper hand, asking service advisors to do work which might not be required since there is no cost. The contrast is during the paid service, when the service advisor starts behaving like a king, and tries to oversell things which might not be required , thus creating a doubt in the mind of the customer,” said Rajan L Narayan, Founder and Principal Consultant, The Lonely Cloud Consulting Company.





Key Communication Thought:

The key message “Free ke baad First Choice” is to inform car owners that now they have a viable option at the end of their free service period. Mahindra First Choice Any Car Service is transparent in its dealings and offers car owners an alternative where they can avail honest advice, the best technical and assured quality of service and are charged only wherever necessary.



Establishing a contrast between two scenarios, during free service period & paid service period, how the behaviours of the customer and service advisor (workshop) change towards car maintenance.


During free service period














Customer is king, he has the upper hand, asking service advisor to do work which might not be required since there is no cost.







During Paid service













Now the Service advisor is king, he tries to oversell things which might not be required creating, thus there a doubt in the mind of the customer






About Mahindra First Choice Services

Mahindra First Choice Services (MFCS), a wholly owned subsidiary of Mahindra & Mahindra Ltd., is a chain of multi brand car workshops across major cities in India like Bengaluru, Chennai, Coimbatore, Ghaziabad, Hyderabad, Kochi, Mumbai, Nagpur, Nashik, Nellore, Noida, ,Pune, Ranipet, Surat, Vapi, Villupuram, Moga, Zirakpur, Madurai, Neyvelli, etc. covering an area of over 10,00,000 sq. ft.


Established in 2008, the company aims to offer a world class car servicing experience in India at value for money prices. With a combination of COCO & FOFO workshops, MFCS plans to become one of the top three car service providers in the country by 2018.


MFCS is a recipient of the ISO 9001:2004, 9001:2008 and OHSMS 18001:2007 certification by TUV Nord for its world class quality processes, environmentally friendly business practices and the attention it pays to the health and safety of its employees.


Till recently, the Rs. 20,000 crore plus per annum post warranty car servicing industry was almost equally divided between OEM dealers and independent garages. However, in recent times, changing customer needs and rapidly evolving automotive technology coupled with the exponential growth in the country’s car population, has seen multi-brand car workshop chains such as MFCS gain momentum. MFCS has already serviced over 350,000 cars and has been receiving an encouraging response from across the country.


In last one year, MFCS appointed more than 190 franchisees, of which 79 workshops are already up and the balance are scheduled to commence operations in the next 3-4 months. MFCS expands its network in clusters with each cluster comprising a geographical region of around 250-300 kms radius. Each cluster has a ‘cluster warehouse’ which supplies spares to all the workshops in that particular cluster. Currently, the company operates clusters in Chennai, Coimbatore, Madurai, Kochi, Bangalore, Hyderabad, Vijayawada, Mumbai, Pune, Nagpur & NCR.


The com­pany’s investment of around Rs. 250 crore over five years will go towards creation of infrastructure and expansion through clusters. In order to supply parts to the workshops, the company will increase the number of its cluster warehouses from the present 20 to 43. Each workshop of MFCS uses quality spares procured at competitive rates and follows stringent quality measures including a mandatory 60 point “First Choice First Check” on each car.


MFCS also provides hassle-free cashless insurance facility with leading insurance companies. Car owners can book a service either by calling the workshop or the toll free number 1800-22-4008 or through the MFCS website, www.mahindrafirstchoiceservices.com. The company also has a strong digital presence and has recently launched an innovative, first-of-its-kind online car dent estimator tool which can be used not just by its own customers but by any car owner.


About Mahindra

The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.


A USD 16.9 billion multinational group based in Mumbai, India, Mahindra provides employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractorsutility vehiclesinformation technology, financial services and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.


In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world’s largest, most powerful public companies, as measured by revenue, profit, assets and market value.


The Mahindra Group also received the Financial Times ‘Boldness in Business’ Award in the ‘Emerging Markets’ category in 2013.


Visit us at www.mahindra.com

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