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AMC designs the “Mitsubishi Pajero – The legend rules!” campaign

Mitsubishi Pajero – The legend rules!

To offer greater value and leverage brand equity in a rapidly expanding and challenging SUV market segment, ‘The Legend Rules’ 360-campaign captures the rich heritage of the rugged SUV. The campaign aims to inspire every generation of adventure seekers to get behind the wheel of a Pajero. The campaign execution is led by surrealistic imagery conceptualized from sand, the very element on which the Pajero etched its victories.  For more than 35 years, approximately 3.5 million Mitsubishi Pajero SUVs have been sold worldwide, making it one of the most iconic 4-wheel drives. The Pajero has also ranked high in the world rally scene – from Italian Baja, UAE Desert Challenge to the Granada-Dakar.


Agency: AMC – Advertising & Marketing Consultants DMCC

Client: Al Habtoor Motors – Mitsubishi

Title: The legend rules!

Creative Director: Imran Mohideen

Copywriter: Samir K. Shaji

Senior Art Directors: Tamer Shams & Lindsay Jurie

Account Director: Bernard Mukhia