Social Media Case Study: Mahindra EarthMaster

Mahindra Earth Master

Brand Name:

Mahindra EarthMaster

Agency Name:

PostBox Communications


  • Brand-“Mahindra EarthMaster” ( backhoe loader ) was launched by Mahindra & Mahindra group to mark its entry into Construction Equipment Industry.
  • TG of the brand was 30-45 year old, male spread across India. It was no surprise that this TG was spending a less of time online.
  • Positioning of the brand was based on its Latest Technology and breakfree features.
  • The challenge was to extend the positioning of the brand on online media and create buzz.
  • Also look at social media to engage with the Youth TG.


Social Networking Sites:

  • Facebook
  • YouTube Channel

Product Advertising

  • Facebook Ads
  • TG Oriented Sites
  • Dedicated Construction Sites

Organic Ways:

  • Brand Content delivery
  • Generate Engagement



  • Since 3rdMay 2012, we got 40,550+ fans –( Dated 31stOctober 2012) on Mahindra EarthMaster Facebook Fan page.
  • These fans were a result of continuous product feature based content, contests with advertising and relevant engagement strategy.


  • We created a YouTube channel for public viewing of Mahindra EarthMaster’s Introduction video along with few product Demo videos.
  • We have also uploaded few Testimonies from the buyers of the EarthMaster , who are sharing their views about the equipment.