National, October, 2024: JSW MG Motor India has unveiled a new exciting campaign for Inida’s first Intelligent CUV, MG Windsor, in partnership with Cheil X. The campaign, titled ‘Live Business Class’, redefines what luxury and comfort in travel should entail. It draws a parallel between the experience of driving the MG Windsor and traveling in business class on an airplane, emphasising comfort, premiumness, and elegance.
The campaign film introduces MG Windsor as an aspirational business-class experience brought to the road and within reach of Indian consumers. The campaign will roll out across various digital platforms with a series of eight feature-led films. These films centre around a family of four, a mother, father, their 8-year-old daughter, and a grandfather, who embark on enriching journeys enhanced by the vehicle’s innovative features, such as the Infinity View™ Glass Roof, Aero-lounge™ seats with 135-degree recline, and the 15.6-inch GrandView™ infotainment screen.
The launch follows a two-month teaser phase across digital and social media, building anticipation through influencer content, engagement strategies, and teaser videos hinting at the arrival of a new class of comfort in the automotive industry.
Commenting on the campaign, Udit Malhotra, Head of Marketing, JSW MG Motor India, said, “The ‘Live Business Class’ campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with the MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it’s a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”
Amit Nandwani, National Creative Director, Cheil X – Delhi, said, “The concept of ‘Live Business Class’ is powerful and clear, delivering the promise of unparalleled luxury on the road. The campaign’s visual narrative effortlessly transitions from an airplane cabin to the inside of the MG Windsor EV, evoking a sense of superior comfort. This idea, with its elegant simplicity, has been crafted to resonate across multiple campaign touchpoints and reshape automotive advertising in India.”
The MG Windsor is packed with a host of industry-first features, designed to enhance both comfort and technology for drivers and passengers alike. Its first-in-segment Aero Lounge seats offer unmatched relaxation with their 135° recline capability, while the expansive 604-liter boot space provides ample room for luggage. The Windsor also features an IP67-certified 38kWh battery, ensuring durability and safety, coupled with four driving modes, Eco+, Eco, Normal, and Sport to cater to different driving preferences. Additionally, its Infinity View Glass Roof and best-in-class wheelbase of 2700 mm create a sense of openness and luxury, redefining what customers can expect from a CUV.
The MG Windsor takes smart connectivity and in-car technology to new heights with its MG-Jio Innovative Connectivity Platform (ICP), offering advanced features such as Home-to-Car functionality and over 100 AI-powered voice commands. Drivers can control essential functions and access infotainment using simple voice commands in multiple Indian languages, enhancing ease of use. The 15.6-inch Grandview Touch Display not only provides intuitive navigation and entertainment options but also integrates seamlessly with the vehicle’s smart systems. With 80+ connected features, including real-time navigation, remote vehicle control, and safety alerts, the MG Windsor ensures a cutting-edge, intelligent driving experience.