The $7.1 billion Mahindra Group has announced its new brand position, “Rise”, to project a single umbrella for all its segments. The logo of the group will remain the same; it will now be added with the word 'Rise'. The group plans to invest Rs 120 crore over the next three years to promote its brand position. This initiative is in line with its global ambition and its diversified “federation” of companies.
Mr. Anand Mahindra, Vice-Chairman and Managing Director, Mahindra and Mahindra, said that through “Rise” the group is looking at “conquering tough global markets.” Mahindra’s said that the idea behind “Rise” is to “communicate the one brand voice”. Two years ago, the group had hired StrawberryFrog, a New York-based global advertising agency, to create the new brand positioning.
- "The spirit of 'Rise' is based on the three pillars - Accepting No Limits, Alternative Thinking and Driving Positive Change.
- Mahindra's new brand positioning is created by New York-based global advertising agency StrawberryFrog.