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Mahindra Rise

Mahindra Rise

Mahindra ‘Rise’

The USD 7.1 billion group ‘Mahindra & Mahindra’ had hired New York-based advertising agency StrawberryFrog two years back to create the new brand positioning.

Above is the identity StrawberryFrog came up with. We already familiar with the logo and Mahindra but StrawberryFrog added ‘Rise’.

I think this is the very favorable time for M&M to change their brand identity as they are growing day by day nationally and internationally. As I belong to farmer family I always have Mahindra Tractors on top of mind recognition whenever I hear the name M&M. Besides being in the bracket of top tractor makers in the world, M&M has a full range in the automotive sector from two wheelers, SUVs to electric vehicles. In the IT sector, it had expanded when Tech Mahindra acquired Satyam Computer Services, which is now known as Mahindra Satyam.

It had forayed into the aerospace segment in 2009 when it acquired up 75.1 per cent stake each in Australia’s Gippsland Aeronautics and Aerostaff Australia for Rs 175-crore to make aircraft and allied components to service the global market.

Last year, the group’s automotive division had signed definitive agreement with Ssangyong Motor Company Limited (SYMC) to acquire 70 per cent stake in the ailing South Korean auto maker at a total cost of USD 463 million (about Rs 2105 crore).

I never had a doubt on M&M’s capabilities but in last couple of years it had outperformed all its rivals in every field, and above all their name during FIFA World Cup 2010. That was just amazing, and they are ‘Rising’ with quite a paceJ.

“Rise isn’t just a word – it is a rallying cry which enables people to unify around shared ideas, values, principles, a way of life or a common goal. It is a call to see opportunities where others can’t and to set an example for the world. For Mahindra, Rise means achieving world-class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.

Mr. Mahindra said it very well that Mahindra achieved world class standards and excelling in every area they are working in. Their ‘Rise’ campaign will help M&M in communicate with one brand voice, one face & one Mahindra core purpose. M&M intend to invest Rs. 120 crores over 3 years towards promotion of the new brand position.

Explaining reasons for choosing the word ‘Rise’, M&M Executive Vice-President Corporate Strategy, Ruzbeh Irani said the group had spoken to its customers across the world and they expressed a common optimism about future and shared a common desire to rise , to succeed and create a better future for themselves.

“We strongly believe that the Mahindra brand epitomizes what our customers want – a company that empowers them to ‘Rise’,” he added

The spirit of Rise is based on the following three Brand Pillars:

–          Accepting No Limits

–          Alternative Thinking

–          Driving Positive Change

A simple yet powerful verb, which now defines the Mahindra Group, this new identity will challenge conventional thinking within the Mahindra walls, and innovatively use all its resources to drive positive change in the lives of its stakeholders and communities across the world, and enable them to Rise.

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