Mahindra Group, one of India’s leading business houses, today announced a new brand position – Rise. The new brand position will communicate the brand’s missions with one voice, one face and one Mahindra core purpose. Rise tries to communicate the new face of this diversified federation of companies with its increasingly global ambitions. The Group intends to invest Rs. 120 crore over 3 years, in activities related to promotion of the new brand position.
The change in the company’s brand position was inseminated two years ago, when Mahindra’a Corporate Brand Council decided to bring about a change. StrawberryFrog, a New York based global advertising agency, was asked to undertake anthropological and semiotic research across India and around to help the brand create this unique positioning.
According to a statement released by the company, the essence of the new Mahindra brand mantra is to accept no limits, promote alternative thinking, and to drive positive change.
Apart from the aforementioned philosophies, ‘the customer is at the core of the Rise philosophy’ says the company’s official statement. ‘Everything we do centres around enabling the customer to Rise’, the statement further adds.
“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.
“Mahindra has always been known for its ingenuity and never say die spirit. Whether we’re transforming the lives of millions of farmers through our agri-prosperity initiatives, creating green and innovative urban living spaces or investing in new automotive technologies and factories that leave the lowest carbon footprints, Mahindra is many companies with just one purpose: Enabling people to Rise,” he added.