Mahindra recently announced the launch of its Thar Roxx variant and has rolled out the launch campaign for the same.

The campaign consists of a film in which the soundtrack is inspired from Asha Bhosle and Kishore Kumar's 'Inteha Ho Gai' from the film Sharaabi. The two-minute thirty second film, opens with people from different walks of life gathered on the streets and marching towards the launch of the car. As the car is revealed, some of those gathered get into the car and drive off, as the Thar Roxx's features are showcased.

What we think about it: The comparison of the Thar Roxx being compared to a rockstar performing at a concert, caught our attention and was a different take on the regular automobile advertising.

The film released on 19 August.