Mahindra Group’s new brand positioning says ‘Rise’

The Mahindra Group today unveiled a new brand positioning for the Group, aiming to consolidate its diversified operations under a single umbrella as it looks towards global markets.
''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 company said in a statement.

The company will invest Rs120 crore over three years for promoting the new brand position. It had empanelled New York-based global advertising agency, StrawberryFrog two years back to create the new brand positioning for Mahindra.

The brand logo now shows the word, 'Rise' just beneath the Mahindra name, using the same colour palette as the Group name. 

''Rise is a simple yet powerful verb, which defines our Group and succinctly sums up the aspirations,'' said Ruzbeh Irani, executive vice president, corporate strategy, chief brand officer, Mahindra Group and member of the Group executive board.

Anand Mahindra, vice chairman and managing director, Mahindra Group, said, ''For Mahindra, Rise means achieving world-class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets.''

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. ''Mahindra brand epitomises what our customers want, a company that empowers them to Rise,'' added Irani.