Mahindra unveils new brand position-'Rise'

Posted on Tuesday, February 1, 2011

Image

The US $ 7.1 billion Mahindra Group, one of India’s leading business houses with a vast global footprint, today announced a new brand position - Rise. The latter represents a new chapter in the history of this iconic 65 year old brand and seeks to communicate the new face of this diversified federation of companies with its increasingly global ambitions.

This is the first time Mahindra as a Group which spans everything from Aerospace to Automotive, from farm equipment to IT and logistics, will communicate with one brand voice, one face and one ‘Mahindra’ core purpose.

The Group intends to invest Rs. 120 crore over 3 years, in activities related to promotion of the new brand position.

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,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.

“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,” he added.

Two years ago, Mahindra’s Corporate Brand Council mandated StrawberryFrog, a New York based global advertising agency, to undertake anthropological and semiotic research across India and around the world which enabled it to create this unique positioning.

“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,” said Mr. Ruzbeh Irani, Executive Vice President - Corporate Strategy, Chief Brand Officer - Mahindra Group and Member of the Group Executive Board.

The Group today unveiled the new brand position and the new Core Purpose:

We will challenge conventional thinking and innovatively use all our resources to drive positive change in the lives of our stakeholders and communities across the world, to enable them to Rise.

The spirit of Rise is based on the following three Brand Pillars:

  • Accepting No Limits
  • Alternative Thinking
  • Driving Positive Change

Image

Implicit in the Rise message is the belief that anything is possible, that we can achieve whatever we set our minds to. It seeks to unite the Mahindra workforce as a group of passionate individuals and unconventional thinkers who create world-class offerings and aspire to greatness.

At the core of the Rise philosophy is the customer. Mahindra believes that its actions, innovations, products and services empower the customer to overcome his own challenges, exploit his ingenuity and shape his own destiny. Everything we do centres around enabling the customer to Rise.

OUR LATEST ARTICLES
Mahindra FURIO – Get More Profit or Give The Truck Back*

5th January 2021

The recently launched Mahindra FURIO range of truc

Read More

Most Fuel Efficient BS6 Tipper Trucks Providing More Uptime and More Profits

27th May 2021

If you are in the business of cement, construction

Read More

Mahindra CRUZIO BS6 Staff and School Buses: Class-leading Profitability and Comfort

14th June 2021

The winning combination of best-in-class profitabi

Read More

Mahindra BS6-Ready Haulage Trucks: The Range You Know, The Range You Trust

14th July 2021

Rugged haulage trucks are 10/12/14/16 wheeler MAVs

Read More

Tips for Better Maintenance of Your Truck and Tipper

14th July 2021

Given technological advancements along with upgrad

Read More

DOWNLOAD BROCHURES

HCV Range - BLAZO X PRODUCT

ICV RANGE - FURIO

LCV RANGE - JAYO

BUSES RANGE - CRUZIO

BUSES RANGE - CRUZIO GRANDE

Please select your preferred language:

  • English
  • Hindi / हिन्दी
  • Kannada / ಕನ್ನಡ
  • Malayalam / മലയാളം
  • Tamil / தமிழ்
  • Telugu / తెలుగు

This site uses cookies including third-party cookies in order to improve your experience and our service, please note that by continuing to use the website, you accept the use of Cookies, Terms of Use and Privacy Policy