Mahindra: Spark the Rise

Abigail Hein and Etienne Do

Campaign details

Brand owner: The Mahindra Group
Agency: VML Qais
Brand: Mahindra Rise
Country: India
Channels used: Branded content, Direct marketing, Email marketing, Events and experiential, Internet - display, Internet - general, Internet - microsites, widgets, Magazines - business, trade, Magazines - consumer, Mobile and apps, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Print - general, unspecified, Public relations, Social media, Sponsorship - event or property, Television, Word of mouth and viral
Media budget: 3 - 5 million

Executive summary

The multi-billion dollar Indian conglomerate, Mahindra and Mahindra was already a household name, but known only for its products and assorted businesses. It lacked a brand identity that would resonate with the people of India. So it embarked upon two years of in-depth research that resulted in a clear brand identity: 'Rise – a call to action to drive positive change'.