Mumbai: Cheil X has launched a new campaign for the MG Windsor, in collaboration with Jsw MG Motor India. Titled ‘Live Business Class,’ the campaign highlights the luxury and comfort of driving the MG Windsor, comparing it to the premium experience of business-class air travel.
The campaign film presents the MG Windsor as a business-class experience on the road, making luxury accessible to Indian consumers. It features eight films across digital platforms, following a family of four as they enjoy the vehicle's innovative features like the infinity view glass roof, aero-lounge seats with 135° recline, and the 15.6-inch GrandView infotainment screen.
Cheil X national creative director Amit Nandwani who has penned the lyrics, remarked, “The moment we sat inside the Windsor EV, it felt like the business class of a plane. And so the line ‘Live Business Class’ was born. The launch film brings alive the idea by juxtaposing airline business class shots with the premium luxury experience offered by the car. A heart-warming song captures the feeling of being inside the Windsor EV. What follows is a series of light-hearted ads where each ad highlights its industry-first features through playful banter of characters in the family.”
Jsw MG Motor India head of marketing Udit Malhotra said, "The 'Live Business Class' campaign is all about redefining premium travel. Our goal is to create a connection with consumers who aspire to elevate their driving experience, much like traveling business class on an airplane. Similarly, with MG Windsor, we aim to bring a world-class experience to Indian roads, one that combines luxury, innovation, and sustainability. MG Windsor is not just a car, it's a lifestyle choice for those who appreciate indulgence in every aspect of their travel. This campaign reflects how we envision the future of travel, where comfort, premiumness and technology come together seamlessly.”
Cheil X-Delhi chief growth officer Neeraj Bassi said “The campaign taps into the aspiration of India beyond the metros, and makes the premium travel experience, akin to business class, available to everybody. It’s a completely reimagined approach to travel where the spotlight is back on how you feel when you are inside the car. Live business class builds on the indulgence and experience of immersive travel.”
The launch of the MG Windsor follows a two-month teaser campaign across digital and social media, featuring influencer collaborations, content, and teaser videos building anticipation.
The MG Windsor offers focused on comfort and technology. It includes aero lounge seats with a 135° recline, a 604-liter boot, and an IP67-certified 38kWh battery with four driving modes (eco+, eco, normal, and sport). The infinity view glass roof and a 2700 mm wheelbase add a sense of space, while the 15.6-inch grandview touch display provides seamless navigation and entertainment.
Equipped with the MG-Jio innovative connectivity platform, the Windsor supports home-to-car functionality and over 100 voice commands in multiple Indian languages. With 80-plus connected features like real-time navigation, remote control, and safety alerts, the MG Windsor delivers a smart, connected driving experience.
