Courtesy: Financial Express
A recent incident in Jammu sparked nationwide outrage and cemented the Mahindra Thar’s image as more than just an SUV; it’s become a symbol of unchecked privilege on wheels. On July 27, 2025, a 20-year-old engineering student named Manan Anand, cruising in a Thar, allegedly veered off and deliberately reversed into a 75-year-old scooter rider, after what began as a minor collision. The chilling CCTV footage captured two heinous hits and circulated widely on social media, leaving the victim in critical condition.
The Mahindra Thar, long marketed as India’s answer to the Jeep Wrangler, has become a social media darling in recent years. But with that attention comes a strange new reality where brand image is shaped less by ads and more by who shows up in the FYP. And that’s not always the audience the brand intended. In the case of Thar and vehicles like it the aspirational off-road vibe has started colliding with clout-chasing, reckless behaviour.
This isn’t a one-off. It’s a symptom of how internet culture is hijacking brand identities in real time.
Branding by Association: A Double-Edged Sword
Cars have always sold more than transport; they sell identity. The Mahindra Thar promises rugged independence. Lamborghini screams ultimate success. Porsche whispers refined power. But when a brand becomes a badge for the wrong tribe, things get complicated.
Take Lamborghini: once admired for performance and luxury, it’s now meme-fied as the ride of choice for YouTube finance bros and crypto hustlers. A quick search on TikTok or Instagram reveals Lambos in “how I got rich” ads, often with zero real substance.
Thar faces similar branding turbulence. Once positioned as India’s answer to the Jeep Wrangler, it’s now associated with viral videos of reckless stunts, off-road showboating, and sadly, real-life violence like the Jammu hit-and-run.
Even Porsche isn’t immune. A tragic 2024 Pune crash involving a minor behind the wheel of a Porsche Taycan led to national outrage and memes mocking privilege.
Should Brands Intervene?
When a brand’s identity starts slipping into meme territory or attracting controversy, the natural question is: should they step in?
Some already do. Rolls-Royce has long restricted who can use or promote their vehicles. According to Business Insider, the luxury automaker actively discourages influencers and YouTubers from flaunting their cars in flashy or unserious content, aiming to protect its refined image.
Audi India, meanwhile, has been more strategic. Their marketing focus leans toward professionals, athletes, and lifestyle creators who fit their “progressive luxury” ethos. They’re careful about ambassadorships, highlighting values over virality. This subtle filtration helps preserve the brand’s cultural tone.
Could Mahindra or Lamborghini do the same? Possibly. Mahindra, with its deeply rooted Indian identity, might pivot toward legacy storytelling, highlighting real adventurers, rural innovators, or army veterans who drive the Thar. Lamborghini, meanwhile, could use campaign tone shifts less “flash,” more craftsmanship, racing heritage, or sustainable innovation.
But there’s a tightrope. Silence may equal surrender in internet culture, allowing memes and misuses to dominate. At the same time, over-policing brand use can alienate passionate buyers, especially in aspirational markets like India.
By: Sushrut Tewari,
A writer covering trends, innovation, and brand storytelling in India and beyond.
