V1I2P5

Thar Gazing: Social Media Sensationalizing of Mahindra Thar – A Qualitative Content Analysis of Instagram, Facebook, and YouTube

Jeffrin Aldo J^1*, Shalini T², Sivagurunathan M³, Venkatesh M¹, Reshitha Lakshmi R¹

Abstract

Mahindra Thar SUV has transcended its utilitarian roots to become a cultural phenomenon in India, fueled by social media’s obsessive celebration of its aesthetics and off-road prowess. This study investigates “Thar Gazing,” a term coined to describe the curated glorification of the Thar on Instagram, Facebook, and YouTube. Through qualitative content analysis of 150 posts (June–December 2024), the research identifies how visual storytelling, influencer narratives, and community-building tactics amplify the Thar’s symbolic value. Key themes include the romanticization of retro-futurism, hypermasculine performance, aspirational escapism, and digital tribalism. Findings reveal that social media platforms act as echo chambers, reinforcing the Thar’s mythos while sidelining practical critiques. The study underscores the interplay between algorithmic amplification and consumer identity formation, offering insights for automotive marketers navigating the digital attention economy.

Keywords:

Thar Gazing; Mahindra Thar; social media algorithms; SUV culture; influencer marketing; consumer identity