BANGALORE: Automobile major Mahindra & Mahindra Ltd. announced the national launch of a variant of its pickup – Genio – the Genio DC (or Genio dual cabin) in Bangalore.

Interface Communications will handle the creative duties for the brand and Lodestar the media buying.

While Mahindra is using television as one of the mediums for promoting the single cab Genio that it had launched earlier this year, there are no plans at present to have a specific TVC for the dual cabin, revealed Mahindra’s Automotive Division Vice President for Marketing Vivek Nayer.

“While we do have a campaign planned out once the Genio DC has been rolled out across the country by August, there are no plans for television advertising for the DC at present. The campaign that is on currently for the Genio brand which includes television will continue,” he added.

The market for the one tone capacity pickup in India is about 85,000 units and Mahindra is eyeing to grow the market with a new subcategory as well as its market share. Automobile sales have reduced in India over the past few months – Mahindra’s Automobile division has seen volume growths of about 29 per cent last fiscal and 23 per cent during the last month.

Nayer further said, “Being the leader in the pick-up segment with a 73 per cent market share, the onus is on us to offer superior products to our customers to elevate their status and lifestyle. The Genio DC is a high end premium double cabin pickup designed to match the evolved needs of businessman, both as an efficient cargo mover as well as to provide premium comfort for passengers.”