82.5 Communications wins creative mandate for JSW MG Motor India’s latest campaign

JSW MG Motor India, a strategic joint venture between China’s automotive giant SAIC Motor and Indian conglomerate JSW Group, has appointed 82.5 Communications—an agency within the Ogilvy Group—as its creative partner for an upcoming product campaign.

The agency will oversee the campaign’s creative execution across digital, social, and traditional platforms, aiming to amplify the brand’s visibility and customer engagement as it introduces a new automotive model to the market.

The collaboration with 82.5 Communications underscores JSW MG Motor India’s commitment to innovation and brand growth in a highly competitive automotive landscape. For the joint venture, the campaign is part of a broader mission to bring forward-thinking, technology-driven mobility solutions to Indian consumers while leveraging 82.5 Communications’ expertise in creative storytelling and brand building.

Udit Malhotra, head of marketing at JSW MG Motor India said, “Our partnership with 82.5 Communications is an exciting step towards delivering impactful, creative and immersive solutions to our discerning customers. Their innovative approach, combined with a deep understanding of the automotive landscape, makes them the perfect partner to lead the mandate for our upcoming product campaign.”

Propelling mobility innovation in India

The creation of JSW MG Motor India marks an ambitious partnership between SAIC Motor, a Fortune 500 company with over $110 billion in annual revenues, and JSW Group, a $23 billion conglomerate with interests across both B2B and B2C sectors. Together, they aim to capture emerging opportunities in India’s rapidly evolving automotive market.

This collaboration brings together SAIC Motor’s global automotive expertise and JSW’s deep-rooted manufacturing knowledge to create a strong foundation for growth in India’s competitive auto sector.

JSW MG Motor India is focused on bringing world-class technologies and products to India, with an emphasis on creating a sustainable, customer-centric, and locally-integrated automotive ecosystem. The business roadmap includes extensive localisation, developing a robust supply chain, and advancing India’s manufacturing capabilities, all of which are aimed at meeting the evolving demands of Indian consumers.

Anuraag Khandelwal, chief campaign officer at 82.5 Communications India.

The joint venture’s overarching strategy highlights a commitment to introducing a new product every three to six months, starting this festive season. This lineup will include New Energy Vehicles (NEVs) and other models, with two new product launches planned before the end of the year. The rapid cadence of product releases underscores the joint venture’s goal to expand its presence within the premium passenger vehicle market, bringing advanced, eco-friendly solutions to Indian drivers.

A high-energy campaign for an iconic brand

With 82.5 Communications leading the creative charge, JSW MG Motor India is set to unveil a campaign that celebrates the brand’s legacy while engaging modern-day audiences.

Anuraag Khandelwal, chief campaign officer at 82.5 Communications India, shared his enthusiasm for the new partnership, saying, “I'm stoked to join forces with JSW MG, a British motoring brand that's been fuelling adrenaline junkies for 100 years! From the vintage 14/28 Super Sports car to the sleek 1967 Roadster, and now the electric MG ZS EV, MGs always pushed the pedal to the metal on innovation, radical style, and sheer driving pleasure. More of the same spirit is now seen in their hatchbacks, sedans, and SUVs. At 82.5, we’re buckled up and raring to collaborate, innovate, and shift communication into high gear!”

JSW MG Motor India’s campaign strategy aims to convey a unique narrative that resonates with India’s diverse consumer base. The company plans to make use of digital, social, and traditional channels to communicate its core values, which blend heritage and forward-thinking innovation. The campaign will aim to capture the essence of the brand’s journey from the classic British MG models to its current, tech-savvy range of vehicles.

The appointment of 82.5 Communications came after a competitive, multi-agency pitch, demonstrating the agency’s understanding of the category and eagerness to elevate the brand’s market presence.

Chandana Agarwal, president for North and East at 82.5 Communications, said, “We are thrilled to have been awarded the mandate for the new campaign of JSW MG India. This partnership marks a significant milestone for us, as MG is an iconic brand. We look forward to partnering with them as they grow in the country, creating impactful work that resonates with their legacy and drives future growth together. It is a testament to the team at 82.5; we demonstrated hunger and an understanding of the category that got us the business in a competitive multi-agency pitch.”

Looking to the future, JSW MG Motor India is positioned to redefine mobility for Indian consumers. With the support of SAIC Motor’s automotive expertise and JSW Group’s manufacturing prowess, the joint venture plans to leverage synergies across the JSW ecosystem. The goal is to drive a smart, sustainable EV ecosystem in India, underpinned by a commitment to extensive localisation and responsible sourcing.

As the partnership between JSW MG Motor India and 82.5 Communications takes off, the auto market will be watching closely. The campaign is expected to be more than just product promotion; it aims to convey a legacy of innovation and quality that speaks to today’s environmentally conscious, tech-savvy Indian consumer.

With regular new product rollouts and a brand-new marketing strategy in place, JSW MG Motor India is ready to carve a unique space in the market, blending the best of British motoring heritage with modern automotive aspirations.