MAHINDRA THAR ROXX-STAR EDITION: A DIRECTOR’S CUT THAT DARES THE IMPOSSIBLE

Mahindra Automotive’s Thar Roxx-Star Edition, fronted by Abhay Deol, is a cinematic triumph born of trust, craft, and teamwork. Directed by Koushik Sarkar and produced by KITCHEN.VIDEO with The Womb, the film was created under near-impossible timelines, showcasing artistry, resilience, and the thrill of collaboration in motion.  

A thrilling ride, as it had to be. That is the spirit captured in the Director’s Cut of Mahindra Thar Roxx-Star Edition, a campaign that defies convention and celebrates the audacity of doing the impossible. With actor Abhay Deol at the centre of the frame, the film is more than a brand showcase—it is a testament to what can be achieved when trust, craft, and a solid team converge under pressure.  

The project was born of urgency, with timelines that would have seemed unworkable to most. Yet, the production house KITCHEN.VIDEO, working in tandem with agency The Womb and client Mahindra Automotive, turned constraint into creativity. The result is a film that feels both exhilarating and assured, a piece of storytelling that mirrors the rugged yet refined character of the Thar Roxx-Star Edition itself.  

Director Koushik Sarkar steered the vision with precision, balancing cinematic flair with brand ethos. His approach was not to merely capture a vehicle but to frame it as an experience, a journey, a thrill. The camera, wielded by cinematographer Satchith Paulose, moves with intent—sometimes sweeping, sometimes intimate—always in service of the narrative’s pulse. Each shot carries the weight of urgency yet never betrays haste, a mark of the discipline behind the lens.  

Executive Producer Disha Arora ensured that the production’s heartbeat never faltered, orchestrating the many moving parts with clarity and resolve. Producer Divyesh Sata anchored the logistics, while Line Producer Mahesh Roy kept the machinery of the shoot running smoothly. Their combined efforts meant that what might have been chaos became choreography, a dance of deadlines met with determination.  

The artistry extended beyond the shoot. Music composer Dhruv Ghanekar infused the film with a score that heightens its momentum, a sonic landscape that mirrors the Thar’s duality of power and poise. Editor Rishabh Shetty stitched the narrative with deft hands, ensuring that pace and emotion aligned seamlessly. Post Producer Amit Singh brought the final polish, while Chief Assistant Director Rishabh Ghelani kept the set disciplined and focused, ensuring that vision translated into execution.  

At the centre of it all is Abhay Deol, whose presence lends the film a dashing charisma. Deol’s performance is not about dialogue or overt dramatics; it is about embodying the spirit of the Thar Roxx-Star Edition. His ease before the camera, his understated confidence, and his ability to inhabit the vehicle as an extension of himself make the film resonate. He is not merely endorsing a product; he is living its promise.  

The campaign’s strength lies in its refusal to compromise. Built in almost impossible timelines, it could easily have been reduced to a functional showcase. Instead, it became a cinematic statement. The trust between agency, client, and production house was the invisible scaffolding that held the project together. Each contributor knew their role, respected the others, and leaned into the collective ambition. That shared trust is what allowed the film to transcend its constraints.  

For Mahindra Automotive, the Thar Roxx-Star Edition is more than a vehicle; it is a symbol of adventure, resilience, and individuality. The film mirrors these qualities, positioning the Thar not just as a car but as a companion in journeys that demand courage. The Womb, known for its ability to craft campaigns that blend emotional resonance with brand clarity, ensured that the narrative spoke to both heart and mind.  

The Director’s Cut is not simply an extended version of a commercial. It is a distillation of the creative process, a glimpse into what happens when artistry is given room to breathe—even within suffocating timelines. It is a reminder that craft is not diminished by speed when the team behind it is united in purpose.  

In the broader landscape of automotive advertising, where spectacle often overshadows substance, this campaign stands apart. It is cinematic without being indulgent, aspirational without being distant. It speaks to the viewer not as a consumer but as a participant in the thrill. The Thar Roxx-Star Edition is presented not as a product to be purchased but as an experience to be lived.  

The film’s success lies in its layered storytelling. On one level, it is a showcase of a vehicle. On another, it is a narrative of collaboration, of deadlines defied, of artistry under pressure. It is both a brand film and a behind-the-scenes triumph, a reminder that creativity thrives not in comfort but in challenge.  

As the credits roll—Director Koushik Sarkar, Executive Producer Disha Arora, Cinematographer Satchith Paulose, Producer Divyesh Sata, Music Composer Dhruv Ghanekar, Editor Rishabh Shetty, Line Producer Mahesh Roy, Chief AD Rishabh Ghelani, Post Producer Amit Singh—the viewer is reminded that cinema, even in advertising, is never the work of one. It is the sum of many, each bringing their craft, their trust, their resilience.  

The Mahindra Thar Roxx-Star Edition Director’s Cut is, ultimately, a thrilling ride. Not just in what it depicts but in how it was made. It is proof that when timelines tighten, when pressure mounts, when the odds seem impossible, trust and teamwork can still carve out something extraordinary. It is a film that dares the impossible—and delivers.