Cheil X invites Indians to “Live Business Class” with the all new MG Windsor

Cheil X has launched a new campaign for India’s first Intelligent CUV, the MG Windsor, in collaboration with JSW MG Motor India. Titled ‘Live Business Class,’ the campaign redefines luxury and comfort in travel, drawing a parallel between the experience of driving the MG Windsor and the premium feel of traveling in business class on an airplane, emphasising comfort, elegance, and sophistication.

The campaign film introduces the MG Windsor as an aspirational business-class experience, bringing this level of luxury to the road and making it accessible to Indian consumers. It will roll out across various digital platforms featuring a series of eight engaging films that centre around a family of four, a mother, father, their 8-year-old daughter, and a grandfather, who embark on enriching journeys enhanced by the vehicle’s innovative features, including the Infinity View™ Glass Roof, Aero-lounge™ seats with a 135-degree recline, and the 15.6-inch GrandView™ infotainment screen.

Amit Nandwani, National Creative Director, Cheil X, said: “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.”

Udit Malhotra, Head of Marketing, JSW MG Motor India, 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 the 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.”

Neeraj Bassi, Chief Growth Officer, Cheil X-Delhi, 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.”

This launch follows a two-month teaser phase executed across digital and social media, which built anticipation through influencer collaborations, engaging content, and teaser videos hinting at the arrival of a new standard of comfort in the automotive industry.

The MG Windsor is packed with a host of industry-first features, designed to enhance both comfort and technology for drivers and passengers alike. Its first-in-segment Aero Lounge seats offer unmatched relaxation with their 135° recline capability, while the expansive 604-liter boot space provides ample room for luggage. The Windsor also features an IP67-certified 38kWh battery, ensuring durability and safety, coupled with four driving modes, Eco+, Eco, Normal, and Sport to cater to different driving preferences. Additionally, its Infinity View Glass Roof and best-in-class wheelbase of 2700 mm create a sense of openness and luxury, redefining what customers can expect from a CUV. The 15.6-inch Grandview Touch Display not only provides intuitive navigation and entertainment options but also integrates seamlessly with the vehicle’s smart systems.

The MG Windsor takes smart connectivity and in-car technology to new heights with its MG-Jio Innovative Connectivity Platform (ICP), offering advanced features such as Home-to-Car functionality and over 100 AI-powered voice commands. Drivers can control essential functions and access infotainment using simple voice commands in multiple Indian languages, enhancing ease of use. With 80+ connected features, including real-time navigation, remote vehicle control, and safety alerts, the MG Windsor ensures a cutting-edge, intelligent driving experience.

Credits
Agency: Cheil X
Group Chief Operating Officer, Cheil SWA: Sanjeev Jasani
Chief Creative Officer, Cheil India: Vikash Chemjong
Chief Growth Officer, Cheil X -Delhi: Neeraj Bassi
National Creative Director, Cheil X: Amit Nandwani
Vice President, Head of Operations, Cheil X Delhi: Kanika
Creative team: Jitendra Kaushik, Devdas Nair, Tanveer Afaque, Neha Bagla, Suryansh Sharma, Mir Amir, Siddhant Sinha
Account Management team: Kunal Sharma, Priyanka Saini, Shrey Gandhi, Anuja Bharati
Account Planning team: Debopriyo Bhattacherjee, Shivani R