Mumbai, 30 April 2025: Mumbai’s notorious potholes have long been a test of patience. Now, they’re a test of performance. In a bold move that flips the conventional test drive, Mahindra and FCB have launchedThe Mahindra Pothole Test Drive — a disruptive campaign that embraces the bumps rather than avoiding them.
‘Using Google Maps and urban planning data, FCB mapped out the worst pothole clusters within a 5-kilometre radius of a Mahindra showroom in Mumbai. The result? Customised routes that turn the city’s pothole-ridden roads into a built-in obstacle course — putting The Thar ROXX – Mahindra’s legendary stylish SUV 4×4 power, rugged build, high comfort and advanced suspension to the ultimate urban test.’
Customers now have a choice: A smooth, regular test drive, or ‘The’ Test Drive — the pothole-punctuated route that proves what these SUVs are truly made of.
To take things up a gear, the campaign is rolling out across social media, and digital platform inviting the people of Mumbai to experience what it really means to drive a Mahindra — on all terrains.
Anusheela Saha, National Creative Director & Head of Design at FCB Neo (part of FCB India) commented: “Some ideas don’t just come from a brief — they come from the city itself. The potholes were staring at us, quite literally. And what better way to showcase Mahindra’s capability than turning an everyday frustration into a badge of honour? This storytelling is as real as the roads we drive on.”
Mohamed Bareche, Executive Creative Director at Horizon FCB Dubai, added: “To demonstrate the real-life readiness of ‘The’ SUV, we had to put it to the ultimate test. But that didn’t mean taking it off-road– it meant taking it to the streets. Only Mahindra’s Thar could take on the roads of Mumbai and prove that not even potholes will stand in the way of an Unstoppable Adventurer.”
