Mahindra Thar Roxx's New TVC Stars Bollywood Actor Abhay Deol
Mahindra & Mahindra is one of the leading SUV manufacturers in India. The Mahindra Thar and Mahindra Thar Roxx are among the brand’s most popular models. The Thar Roxx was launched a couple of years ago, and the reason it became popular was its practical five-door design combined with a boxy, rugged SUV-like appearance. Mahindra even introduced a new Star Edition of the Thar Roxx in the market.
With rising competition, Mahindra has now released a new television commercial for the Thar Roxx featuring Bollywood actor Abhay Deol.
The video has been shared by Mahindra Thar on its official YouTube channel. In the commercial, we see Abhay Deol and another actress driving the Mahindra Thar Roxx on a frozen lake. The shoot has been choreographed in a way that makes it look like the actors are dancing with their cars on ice.
However, the video is not entirely real, as CGI has been used to create the surroundings. The camera angles and shots clearly hint at the use of visual effects. The commercial is meant to showcase the SUV’s capabilities on challenging terrains and highlight how effortless it feels to drive the Thar Roxx.
The Mahindra Thar Roxx seen in the video appears to be the top-end 4x4 variant. The Roxx is based on the Mahindra Scorpio N platform and was launched a few years ago.
The SUV features a butch and boxy design that perfectly matches what most people imagine when they think of a proper SUV. While the Thar Roxx looks rugged on the outside, it offers premium features such as a touchscreen infotainment system, a fully digital instrument cluster, a panoramic sunroof, electrically adjustable front seats, automatic climate control, seat ventilation, rear AC vents, USB chargers, and more.
Like many modern vehicles, Mahindra also offers Level 2 ADAS features with the Roxx. Initially, the Roxx was launched with an ice grey or white-themed cabin along with matching leatherette upholstery. Later, Mahindra introduced mocha brown and black upholstery options for the 4x4 versions as well.
The Mahindra Thar Roxx is aimed at customers who want a vehicle that looks like a proper SUV rather than just a crossover. It offers a blend of comfort and ruggedness. The Thar Roxx is available with both petrol and diesel engine options.
The petrol version is powered by a 2.0-litre mStallion series turbocharged engine, while the diesel version uses a 2.2-litre mHawk turbocharged engine. The petrol engine generates 174 bhp and 380 Nm of peak torque. The diesel engine is available in two states of tune: in lower trims, it produces 150 bhp and 330 Nm of torque, while in higher trims, it delivers 172 bhp and 370 Nm of torque.
Both petrol and diesel engines are available with manual and automatic transmission options. However, 4x4 is offered only with select diesel variants of the Roxx.
The price of the Mahindra Thar Roxx starts at ₹12.39 lakh (ex-showroom) and goes up to ₹22.25 lakh (ex-showroom).