Mahindra's new battle cry 'Rise' to whet global ambitions

MUMBAI: The 65-year-old Mahindra Group is set to ‘Rise‘ as it embarks on an ambitious global journey.

The $7.1 billion Group said Monday it would be using ‘Rise‘ as its umbrella brand, projecting a single image for its diversified businesses and varied market positions across the world.

The company will invest Rs 1.2 billion over three years to promote the mother brand across television, print, online and social media platforms.
Speaking to, Mahindra Group executive board member and EVP - corporate strategy, chief brand officer Ruzbeh Irani said, "We will be spending Rs 1.2 billion over the next three years around the world to promote the corporate brand. We will essentially use traditional media such as TV and print. However, we will also use online and social media effectively as they are going to be very strong communication tools in the future."

This is the first time Mahindra as a group will communicate with one brand voice and one face.

Although, the logo of the group will remain the same, it will now be added with the word ‘Rise‘.
"Everyone wants to connect with a brand that promises a bright future and that‘s why we have come up with Rise to bind our businesses across world. We strongly believe that the Mahindra brand epitomises what our customers want - a company that empowers them to Rise," Irani said.

The company will not get celebrities to endorse the campaign. "The spirit of ‘Rise‘ will be based on the three pillars - Accepting No Limits, Alternative Thinking and Driving Positive Change," Irani added.

Mahindra‘s new brand positioning is created by New York-based global advertising agency StrawberryFrog, which undertook an anthropological and semiotic research across India and around the world for this.

"Rise is a simple yet powerful verb which defines our Group and succinctly sums up the aspirations of our stakeholders and employees. When we spoke to customers across the world, all of them without exception expressed a strong sense of optimism about the future and shared a common desire to Rise, to succeed and create a better future for themselves, their families and their communities," Irani said.
The preparation of the Group to conquer new markets across the globe is elaborated by Mahindra Group vice chairman and MD Anand Mahindra‘s statement: "Rise means achieving world-class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets."

Mahindra further added, "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."

Mahindra has its presence in various industries including that of utility vehicles, tractors, information technology, financial services, aerospace, real estate, hospitality and logistics.

"We want to drive a common goal of prosperity and optimism internally and externally. This is our long-term plan and not something that can be achieved overnight," said Irani.

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