Innovation at Mahindra is no longer limited to engineering electric vehicles — it now extends to how those vehicles are introduced to consumers. With the launch of the XEV 9S, the automaker moved away from traditional press-led unveilings and spec-heavy communication, choosing instead to build cultural relevance through creator-led storytelling.
The approach is rooted in Mahindra’s Big New Electric philosophy, which is driven by the insight that Indian consumers do not want to compromise on lifestyle or space when shifting to electric mobility. Instead, they expect EVs to grow with their ambitions, family needs and urban living patterns.
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To reflect this mindset in its communication, Mahindra made a strategic creative shift by partnering with real estate content creators rather than conventional automobile influencers. The XEV 9S was introduced through the metaphor of a '1BHK on wheels', reframing the vehicle in terms of space, comfort and everyday usability — categories more commonly associated with home-buying decisions than car purchases.
In the first phase of the campaign, creators Rafique Merchant, Bhavesh Kaware and Sagar Visawadia applied their familiar property walkthrough formats to the vehicle, explaining cabin space, seating comfort and storage in the same narrative style used for apartment tours. The content focused on lifestyle value rather than performance metrics or technical specifications.
This format allowed the brand to integrate seamlessly into social feeds without triggering the fatigue often associated with conventional auto reviews. Instead of product demonstrations, the videos centred on how the vehicle fits into daily life — positioning electric mobility as part of routine lifestyle progression rather than a technological shift.
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The strategy also enabled Mahindra to enter non-automotive creator ecosystems, expanding its cultural footprint and connecting EV adoption with broader conversations around upgrading living standards and personal milestones. By aligning electric mobility with familiar aspiration cues, the brand reframed sustainability not as sacrifice, but as evolution.
Through this creator-first approach, Mahindra signalled a broader shift in automotive marketing, where product launches are increasingly shaped by cultural formats and platform-native storytelling rather than category-specific influencer playbooks.
In repositioning the XEV 9S through lifestyle metaphors instead of engineering narratives, Mahindra’s campaign reflects how electric vehicles are being normalised as part of everyday living, not as niche, futuristic purchases, but as practical extensions of modern urban life.
