Mahindra Thar Roxx Woos Women Without Losing Edge

Mahindra is steering the Thar Roxx into a new phase of growth by speaking to women buyers and modern households without abandoning the SUV’s iconic rugged image. The latest campaigns by creative agency The Womb replace conventional off-road bravado with emotionally driven storytelling centred on relationships, equality, and everyday aspirations.

The new films featuring Abhay Deol and Amyra Dastur focus less on mountain trails and more on human connection. In one film, a romantic drive under a shower of cherry blossoms becomes the emotional turning point, while another presents a playful dance metaphor that subtly highlights partnership and mutual respect. Together, the campaigns signal a broader and more contemporary interpretation of what owning a Thar can mean.

According to The Womb’s Kawal Shoor, the shift is not about softening the Thar’s identity. Women are increasingly influencing automobile purchases and are themselves becoming SUV owners, making them an essential part of the brand narrative. The objective is to expand the Thar’s appeal to people who admire its personality but may not identify with the hyper-masculine image often associated with the model online.

The evolution is closely linked to the launch of the five-door Thar Roxx. While the original three-door Thar won admiration for its off-road capability, many potential buyers wanted greater practicality, comfort, luxury features, and family friendliness. The Roxx was designed to bridge that gap, combining aspiration with everyday usability.

Importantly, Mahindra is not distancing itself from the Thar’s legendary status. The brand acknowledges that iconic products attract intense public attention, including scrutiny around the behaviour of some drivers. Rather than attempting to repair that perception directly, the new communication strategy seeks to add fresh reasons to choose the vehicle.

The panoramic sunroof, a key feature of the Roxx, is integrated organically into the story instead of being presented through a traditional product demonstration. This reflects a broader advertising philosophy that prioritises memorable experiences over brochure-style feature listings.

For Mahindra, the larger ambition is clear: keep the Thar culturally relevant, emotionally resonant, and desirable to a wider generation of Indian consumers while preserving the adventurous spirit that made it an icon in the first place.