Mahindra Group has announced its new positioning called ‘Rise’. This new positioning represents a new chapter in the history of the iconic, 65 year old brand and seeks to communicate the new face of this diversified federation of companies with its increasing global ambitions. The group intends to invest Rs 120 crore over the next 3 years, in activities related to promotion of the new brand position.
StrawberryFrog advertising agency will be responsible for undertaking anthropological and semiotic research across India and around the world, which enabled it to create this unique positioning.
In an official communiqué, Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group said, “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.”
Ruzbeh Irani, Executive Vice President - Corporate Strategy, Chief Brand Officer - Mahindra Group and Member of the Group Executive Board stated, “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. We strongly believe that the Mahindra brand epitomizes what our customers want – a company that empowers them to Rise.”
Further adding, Mahindra explained, “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.”
Following its unveiling of new brand position, the group also announced its core values which are based on three pillars. They include accepting no limits; alternative thinking and driving positive change.