Mahindra Thar has rolled out a campaign, ‘The Star is Always in the Spotlight’, for its Thar Roxx.

Featuring actor Abhay Deol, the campaign comprises a film. It opens with Deol walking towards the car and as he takes on the steering wheel, a spotlight shines on him. As he is driving around, the ad showcases the features of the new edition. The film culminates with Deol walking out after driving but the spotlight still shines on the car - revealing who the real star is. 

What we think about it: The film smartly balances star power with product storytelling. The closing moment is particularly effective - while Deol exits the frame, the spotlight remains on the car - reinforcing the idea that the vehicle, not the celebrity, is the true hero of the film. 

 The film released on 23 January across social media.