Ad Campaigns
Cheil X launches the ‘Value for Money’ campaign for MG Hector
Mumbai: Cheil X has launched a communication campaign to showcase the MG Hector’s low cost of maintenance and great resale value. The bedrock of the campaign are the two films which convey the message that MG Hector delivers the most bang for the buck in its category.
MG Hector is the flagship car from the house of JSW MG Motor India. Launched in India in 2019, it disrupted the market with its first-in-class technology offering, under the positioning “It’s a human thing.” The first connected car that came loaded with several unthinkable tech features and took the whole segment by surprise. A car that established a new benchmark in the mid-sized SUV segment.
“The MG Hector, India’s first internet SUV, has become one of the most sought-after SUVs among Indian car buyers, as it seamlessly combines luxury, efficiency, and a bold, robust design with advanced tech features. We are excited to bring value for money campaign to life with our partner, Cheil X. This campaign aims to highlight the MG Hector’s standout offerings, such as its low TCO (Total Cost of Ownership), high resale value, and exceptional quality. Our focus is to showcase how the MG Hector delivers an unparalleled driving experience, meeting the diverse needs of our customers while offering great value.” – JSW MG Motor India head of marketing Udit Malhotra.
The face of the campaign is a couple of films that use humor to drive home the point that MG Hector is a genuine value for money car. Both films use slice of the life, relatable situations to convey the message. The first film, through a banter between two neighbors, highlights how Hector comes with a low maintenance cost of just Rs 500 per month, which is 10-20 per cent lesser than a hatchback (As per NielsonIQ cost of ownership survey – Dec’23). The second film is a conversation between 2 friends, and shows how Hector has an incredible resale value of up to 74 per cent after three years (as per Droom study 2024). The films are part of a communication mix that also includes print, digital and social media campaigns.
Cheil X national creative director Amit Nandwani said, “While MG Hector is loved by its owners and admired by all, not many know that Hector has an unbelievably low maintenance cost and the highest resale value in its segment. We wanted these messages to be a pleasant revelation for our target audience, a delightful discovery. Our films convey the Hector value for money story in a light-hearted, yet relatable manner. The films depict a slice-of-life banter between a Hector owner and a friend. A tinge of humour and brilliant acting make the situations come alive.”
Cheil X chief growth officer Neeraj Bassi added, “We have dialled up the humour to home in the point that we (Indians) are value seekers and this insight has turbocharged the narrative of these films. The campaign puts it into words what we already know that we can’t pass up a product that is value for money”.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
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Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
