CanCom created the most innovative User-Generated Content (UGC) activity for one of India’s top automobile brands, Mahindra XUV 500. Selected filmmakers created short fictional films, featuring the XUV 500. Shortlisted filmmakers were given the cars on a self-drive basis for 5 days to shoot the film. The grand prize was an XUV 500, the first time any short film competition winner was driving away a car!