Mahindra Uses Mumbai’s Potholes as a Real-World Test Track for Thar ROXX

Introduction: When Tough Roads Become a Feature, Not a Flaw

Mumbai's monsoon-hit streets, known for their potholes and uneven surfaces, have long been a pain point for daily commuters. But instead of treating these road conditions as a problem, Mahindra & Mahindra turned them into an opportunity — using the city's most challenging patches as a live test track for its new Thar ROXX SUV.

The Idea: Test Drives with a Twist

Mahindra launched a unique initiative by identifying pothole-heavy routes near its Mumbai dealership. These weren’t mistakes to be paved over — they became part of a curated driving experience, allowing potential customers to experience the Thar ROXX in real-world conditions.

From broken roads to steep bumps, every test drive became a demonstration of the SUV’s rugged suspension, high ground clearance, and off-road DNA — right in the heart of an urban setting.

Highlighting What the Thar ROXX Does Best

Built with off-road performance in mind, the Thar ROXX is designed to handle unpredictable terrain. By letting drivers explore the city’s toughest roads, Mahindra showcased the SUV’s core strengths:

• Durable build quality

• Advanced suspension system

• Confident ride over rough surfaces

• Style and comfort in any terrain

This approach let drivers skip the showroom pitch — and feel the capability for themselves.

Local Insight with a Creative Twist

The campaign isn’t just about test drives — it’s a smart commentary on everyday road struggles.
By turning a universal frustration into a creative proof point, Mahindra effectively connected with its target audience. For residents used to bumpy rides, the Thar ROXX now represents empowerment, not endurance.

Brand Message: Built for More Than the Highway

While SUVs often market themselves as weekend adventure vehicles, Mahindra’s campaign reminds us that some of the toughest roads are within city limits.
By addressing the real-world challenges faced by drivers, the brand positions the Thar ROXX as a versatile companion — equally capable in the city and on the trail.

Conclusion: The City as a Test Lab

With this unconventional campaign, Mahindra has blurred the line between test track and daily commute.
In doing so, it sends a clear message: the Thar ROXX isn’t just made for adventure — it’s made for India’s roads. Even the broken ones.