Mahindra's #CutTheCrap campaign puts 'Rise For Good' philosophy into action: Vivek Nayer

The newly launched campaign conceptualised by FCB Interface highlights the damage caused by single-use plastics

e4m by Noel Dsouza
Updated: Sep 24, 2019 3:46 PM
Mahindra Cut the Crap Campaign

Mahindra started talking about their Rise initiatives from 2011 onwards. They have rolled out many campaigns that discuss social issues and the environment since then. The brand's communications team listened to a plethora of issues people care about and they curated campaigns out of them. Their first campaign under these initiatives, ‘But This Is Not Enough’, showcased six categories where Mahindra has launched initiatives including for the education of the girl child, tree plantation and more. Mahindra’s Rise philosophy has sustainability at the core and the messaging of the latest campaign showcases that.

The brand tends to first walk the talk and then talk the talk. They will first plant 16 million trees, then talk about it. Similarly, for this campaign, Mahindra has done over 14,000 tonnes of waste management last year. Apart from that, they want people to join in on the initiative.

The campaign #CutTheCrap was rolled out on 23rd, September 2019. Ahead of the campaign, the company released a digital teaser to keep its audience curious and inquisitive. They received 761 likes and 45 retweets for their first teaser and 476 likes and 33 retweets for their second teaser. The engagement on digital was highly interactive and the audience guessed what the brand was coming up with.

The topic of waste management is relevant today not just in India but all over the world. “With the current campaign, we are trying to bring attention to the damage caused by single-use plastic. We are raising the conversation saying there is a need for better waste management. We like to be credible, showing people what initiatives we are taking and encouraging people to bring about a change”, shared Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd.

The campaign is backed by strong data and focus groups. This is the strategy of Mahindra’s brand communication. The campaign will be on TV on channels like Discovery and NatGeo, selective channels where their audience is and select print like India Today again from a targeting point of view.

Talking about the objective behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd. said - “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”

FCB Interface has been instrumental in curating the ad film #CutTheCrap, they will also be creating the print ad and the digital creatives will be rolled out by a mix of two agencies FCB and 22 Feet. Most of Mahindra’s campaigns have been done by FCB, even the award-winning Ladki Haath Se Nikal Jayegi campaign.

Speaking about the campaign #CutTheCrap, Robby Mathew, Chief Creative Officer, FCB Interface stated, "The idea was to help the viewer see the harmless-looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world."

This campaign rolls out at a perfect time where Climate Week just concluded on Friday and the trending topic has been about climate change and awareness. The campaign goes beyond spreading a CSR message but urges people to take charge in the area of waste management. This will be a part of the brand's content-based engagements to highlight the significant waste management efforts at Mahindra Group companies which are setting new industry benchmarks. It will also lead consumers to their website where they have partnered with NGOs for this initiative.

“We don’t just want to raise awareness, we want people to join in. Change in society will happen when everyone works together”, concluded Nayer.

You can watch the ad film here: 

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