Mahindra Holidays & Resorts India has unveiled the new brand identity for its flagship brand Club Mahindra. The new identity is inspired by the thought ‘Make every moment magical’ and aims to encourage customers to give the vacation ownership company another look.
The new brand identity features a symbol made up of four hearts coming together in vibrant shades of blue, yellow, orange and green to symbolise families and friends coming together.
Explaining the new brand identity, Rajiv Sawhney, Managing Director & CEO, Mahindra Holidays & Resorts India said, “Our change of brand identity goes much deeper than just the change of symbol. The thought behind the logo change inspires us to deliver magical moments to our members and encourages those who aren’t already with us to have another look at what we offer.”
The company said that the new identity is flexible to adapt itself to all kinds of media, especially digital, and will be supported by a comprehensive marketing campaign, including a new TVC. However, Club Mahindra believes that the best marketers for the brand are its members, who, by positive word of mouth and referrals, have helped build its customer base.
The company is betting big on the digital platform and says that its online booking platform for members now contributes 50 per cent of the booking volumes within nine months of its launch in February 2013.
On the growth of the company and the new identity, Anand Mahindra, Chairman, Mahindra Group said, “When we launched Club Mahindra in 1996, the concept of vacation ownership was not only viewed with skepticism, but was also relatively nascent in India. However, over the past two decades, Club Mahindra has done much to change that perception with its world-class properties and unique holiday experiences. The fact that we are India’s leading vacation ownership company, with over 160,000 members, is a clear validation of its success and this fresh new brand identity reflects its renewed focus on delivering the best vacations to its members across the country.”
Going further, the company is looking to add 1,000 rooms by March 2015 to its existing 2,500 rooms across 41 resorts in India and abroad, with an investment of Rs 80 lakh to Rs 1 crore per room. The company is also looking at expanding its properties in the eastern part of India as well as Sri Lanka, Malaysia and Thailand. The company also said that the number of members taking vacations has increased by 30 per cent and that the depreciating Rupee will also encourage people to holiday in India rather than travel abroad. Club Mahindra is also looking at an occupancy rate of 90 per cent this year, as against 82 per cent last year.
It may be recalled that in January 2011, the Mahindra Group unveiled a new brand positioning – Rise, to communicate as one brand voice, one face and one ‘Mahindra’ core purpose for the diversified conglomerate.