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Mahindra’s SP Shukla to decode experiential route to brands

06-March-2013
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Mahindra’s SP Shukla to decode experiential route to brands

SP Shukla, President Group Strategy and Chief Brand Officer, Mahindra will deliver a special address on the topic ‘Bringing Your Brand to Life: The Experiential Route’ at the Mumbai leg of the Pitch CMO Summit being held on March 6, 2013. The Summit is powered by Colors Viacom18 in association with MEC. Shukla will be reiterating examples from the various initiatives that the brand has taken on the lines of activities related to entertainment.

Entertainment has been a core part of Mahindra Group’s marketing blueprint, be it the Mahindra Blues Festival or its association with theatre through META or the Sundance Institute Mahindra Global Filmmaking Awards. Mahindra has also been involved with theatre through Mahindra Excellence in theatre Awards. The brand has constantly used creative arts to create a compelling connect. At the same time, the lifestyle adventure event, Mahindra Great Escape, is another sports-centric initiative that has gained popularity, among others such as the Mahindra Racing with Italian CIV Championship. The brand’s latest positioning, ‘Mahindra Rise’, also celebrates lifestyle and its campaigns for brands such as the XUV 500 have shown a connect with adventure as well as lifestyle.

Prior to joining as President, Group Strategy and Chief Brand Officer at Mahindra, Shukla was with the Reliance Group for 14 years. He has also held positions such as Director Sales and Marketing in his career with Swisscom Essar in the past. An IIM Ahmedabad alumni and a B-Tech in Engineering from IIT, BHU, Varanasi, he is also a Member of the Group Executive Board at Mahindra Group and as President is responsible for Group Strategy. He serves on the boards of several Mahindra Group companies in different sectors such as Bristlecone (USA), Mahindra Retail, Mahindra First Choices Services. He also oversees Cultural Outreach programmes such as Mahindra Blues Festival, Mumbai, & Mahindra Excellence in Theatre Awards, New Delhi. He is also the Chairman of Mahindra Racing, Italy & leads several such initiatives in the sports arena.

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