Mahindra Group to launch citizens' initiative to drive change

Following a new brand positioning which the $12.5-billion Mahindra Group effected in January,  the group is now launching a "movement marketing" initiative called 'Spark the Rise' that involves thinking out-of-the-box to bring a change in six areas - energy, transport, infrastructure, agriculture, technology and social entrepreneurship.

The initiative will see the group embark on the second phase of its multi-media movement to inspire people to drive change. The locally-focused campaign to be largely delivered across a digital platform is aimed at getting citizens to think outside the box and act on the lines.

Individuals, groups and organisations are encouraged to submit project plans online at sparktherise.com, which is to go live from 17 August.

Spark the Rise involves six thematic components: energy, transport, infrastructure, agriculture, technology and social entrepreneurship.

According to Anand Mahindra, vice chairman and managing director, Mahindra Group, through  Spark the Rise, the group aimed to create not only a platform for 'sparks' across the country to connect, collaborate and drive positive change but also extend financial support to the best ideas.

Over the six months that the programme would run, eight winning 'Sparks' would receive financial grants from the Mahindra group every month. Five would be chosen by public votes and three by an expert jury. The group would award a total of 48 grants over a six month period.