MINI India has unveiled a new campaign for the all-new MINI Countryman, featuring actor Kareena Kapoor Khan in a film that highlights the evolution of the brand's largest model while staying true to MINI's signature personality.
Conceptualised by SW Network, directed by Vikalp Chhabra and produced by Red Comet Films, the campaign follows Kareena as she discovers how the new Countryman has grown in size and versatility without losing the iconic go-kart driving feel associated with the MINI brand.
Rather than taking a feature-led approach, the film uses a conversational narrative to reveal the vehicle's enhanced space, technology and practicality through moments of surprise and humour.
Commenting on the campaign, Shruti Arora, Head of Marketing, MINI, BMW Group India, said, "MINI has always stood for individuality, spontaneity and an unmistakable sense of fun. With the all-new MINI Countryman, we wanted to celebrate the biggest MINI ever in a way that feels true to its bold personality. Kareena Kapoor Khan brings the perfect blend of wit and confidence, creating a natural fit that invites audiences to discover the MINI Countryman differently. Rather than creating a conventional automotive campaign, we showcased the MINI Countryman in a way only MINI can."
Ankit Ahuja, Founder, Red Comet Films, added, "The idea was to let audiences discover the MINI Countryman alongside Kareena. We kept the film conversational and spontaneous, allowing her personality and the Countryman's character to spark off each other naturally. Every frame was crafted to feel effortless, cinematic and full of the great energy that makes MINI unique."
The campaign is now live across MINI India's digital and social media platforms. It showcases the all-new MINI Countryman, which features a larger footprint, an immersive circular OLED display, updated interiors and enhanced practicality while retaining the brand's distinctive design language and driving experience.
