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Mike Stevens | Sep 22, 2009

FOLLOWING A SAFETY and styling overhaul earlier this year, Mahindra is dipping its toes into television advertising, unveiling its first TV commercial since the Pik-Up was launched in Australia in 2007.

With the slogan, "Made for the hardest places on Earth", the commercial shows the Pik-Up in some of the planet's toughest and most unforgiving environments.

This first foray into TV advertising for the Pik-Up was produced by Sydney agency Synchromesh Marketing, which counts the likes of Volkswagen and BMW amongst its client base.

“To date we have focused on a mix of below-the-line, targeted print advertising, radio, web and sponsorship activities to ensure that we communicate with our key audience of farmers and tradies," Claire Tynan, CEO of Mahindra Automotive Australia said.

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Ms Tynan points to the Pik-Up's recent third-place finish in Brazil's Rally dos Sertoes - considered second only to the Dakar in the stresses it puts on drivers and vehicles - as an example of the ute's abilities.

"After building the brand over the past two years, we wanted to achieve a wider reach which TV delivers effectively in addition to these mediums," Ms Tynan said.

"We’re really excited about this campaign and believe it will reinforce that this workhorse ute operates very successfully in some of the most remote locations on the planet.”

The Mahindra Pik-Up commercial can be watched below, or on the company's Facebook page, where a second video is also available.

Click here to read TMR's review of the 2008 Mahindra Pik-Up.

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