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British automotive company MG Motor, a fully-owned subsidiary of China’s largest carmaker SAIC Motor Corporation, has yet again taken the content route for brand-building and consumer awareness in India in the run-up to its first vehicle launch in Q2, 2019.

After the recently concluded #MGChangemakers initiative, the carmaker has announced the launch of its first-ever documentary, ‘The Art of Motoring: The Morris Garages Story’.

The documentary encapsulates how the iconic brand’s rich legacy was built over the years and changed the world of sports motoring, forever. The 46-minute documentary, produced by Blue Mango Films LLP, a production house based in New Delhi, will premiere on Discovery Channel on September 24 at 7pm.

The carmaker plans to use digital and other platforms to sustain the content and amplify it with a pre-screening for select influencers.

Discussing about the main objective and aim of the documentary, Rajeev Chaba, President and Managing Director, MG Motor India, said, “The documentary aims to educate consumers on how the MG brand was established in 1924, starting as a performance-tuning outfit for Morris cars, and later how its roadsters became the most-loved cars for celebrities and even the British Royal Family. We at MG Motor India are proud to have created this documentary, which shows the feelings of emotions, love, passion, culture etc. associated with the MG cars — for consumers in India and around the world.”

The documentary deep dives into MG’s record-breaking racing milestones in each decade and how the Octagonal badge has remained resilient despite various ownership changes. The narrative of the brand is built through the MG Car Club (MGCC) established in 1930 and its experienced members and classic car owners.

Speaking about the launch of the first-ever documentary, John Day, President, MG Car Club UK (MGCC), said, “It is a rare opportunity to be able to present the story of a brand that has existed for over nine decades and not only influenced but changed how the automotive industry evolved and the Indian team has executed it wonderfully. The MG Car Club members, MG fans and loyalists around the world and here in UK as well have great hopes from MG’s India chapter.”

Documentary Teaser