Set against the expansive lawns of Taj Gorbandh Palace, the launch of the Mahindra XUV 7XO was conceived as more than a conventional automotive unveiling. Designed and executed by Gaurav Thakkar, Director, Mantra Events & Promotion Pvt. Ltd., the experience marked a clear shift in how car launches are being approached in India.
In conversation with EVENTFAQS Media, Thakkar speaks about the thinking, challenges, and execution behind creating a technology-led environment that placed audiences inside the world of the XUV 7XO.
Q. What was the core objective behind the Mahindra XUV 7XO launch?
We recently executed the launch of the Mahindra XUV 7XO at the Taj Gorbandh Palace lawns, Jaisalmer, as an automotive experience designed to move beyond conventional launch formats. The focus was to step away from static displays and create an environment that genuinely reflected the vehicle’s technology and design character. This took shape through a custom, tech-driven immersive setup that placed media and dealers inside the XUV 7XO’s world.
Q. What challenge were you aiming to address by moving away from traditional automotive launch formats?
Most automotive launches depend on static displays, which often limit how a vehicle’s personality and movement are perceived. The challenge was to break away from this convention and present the XUV 7XO as a dynamic, contemporary SUV with presence, energy, and emotion.
Q. What was the central idea behind the experience and narrative design of the launch?
The idea was to place the audience at the centre of the vehicle’s world. Instead of viewing the SUV 7XO from the outside, the experience was designed to simulate the feeling of being inside the car through integrated visuals, spatial design, and a continuous narrative flow.
Q. How was this immersive idea brought to life on the ground in Jaisalmer?
Visual door elements framed the space, while a front coast-to-coast triple HD screen setup brought the vehicle’s movement to life, allowing the audience to experience the drive rather than simply view the car on stage. The presentation unfolded as a seamless, choreographed sequence, with each moment flowing naturally into the next. Carefully choreographed content flowed as a single narrative, capturing motion, driving dynamics, and the SUV’s technological sophistication.
Q. What were the biggest production and engineering challenges you faced while executing the launch?
Executing the Mahindra XUV 7XO launch in Jaisalmer was a masterclass in high-stakes event production, blending cutting-edge technical precision with the raw unpredictability of a desert outdoor venue. As Head of Mantra Events, we orchestrated every element on a monumental scale: sourcing specialized lighting, sound systems, massive LED walls, and heavy-duty trussing from metros like Delhi and Mumbai, while importing layered staging and scaffolding infrastructure from Hyderabad.
The real test came from the environment, uneven ground levelling, relentless wind pressure, and harsh weather that compressed our timelines. Our biggest engineering triumphs included designing a trussing structure to bear 16 tonnes directly overhead, ensuring audience safety beneath immersive content and light-and-sound spectacles, and fabricating a curved, seamless LED wall at extreme heights.
Q. What was the overall impact of the launch, and what made the experience truly memorable?
This integrated centre-mounted light and sound, plus a dynamically centred moving LED wall for the dramatic launch sequence, created that unforgettable ‘wow’ moment. Despite these hurdles, our team’s foresight, vendor collaborations, and relentless execution delivered a flawless experiential reveal, redefining automotive launches in India’s most challenging terrains.
The launch generated an overwhelmingly positive response from media, dealers, leadership, and live online audiences. It successfully reinforced Mahindra & Mahindra’s technology-forward positioning and demonstrated how immersive design and storytelling can redefine automotive launches, making them more engaging, memorable, and impactful.
Echoing this sentiment, Manjari Upadhye, Chief Marketing Officer – Auto at Mahindra & Mahindra, shared, “The XUV 7XO launch stood out for the way the experience was thoughtfully structured from the outset. The presentation progressed through a measured flow of visuals, movement, and content, allowing the vehicle’s design intent and character to emerge gradually. This approach helped create a strong sense of engagement, bringing the audience closer to the product as the narrative unfolded. With content and execution working in alignment, the launch maintained clarity and continuity throughout, resulting in a well-paced, engaging experience that remained consistent with the brand’s vision.”
For Gaurav Thakkar, the Mahindra XUV 7XO launch stands as a strong example of how ambition, engineering precision, and narrative-led experience design can come together to set new benchmarks for automotive unveilings in India.
