Mahindra & Mahindra is armed with a contemporary brand identity to accomplish its repositioning mission that started in 2011. The pricy campaign called Rise started back at 2011, the company has unveiled the latest phase of a transition, which will reflect its global identity, and its entire endeavor has accumulated into a newly designed Mahindra logo in vibrant red. The aim of this campaign is to present Mahindra as a whole to the world, with its businesses ranging from information technology to automotive to financial services.
The president of the group strategy immediately points out the fact that the move is not a brand change. He adds that the change is more of an evolution in nature than a revolutionary one. The fresh word mark is coupled with a new graphic device called the ‘ridge’ that represents the Himalayan mountain range, hence conveying the notion of ‘Rise.’ Brand Mahindra’s evolution comprises of maintaining the brand’s inherent characteristics even as it adds new ones. The creation of the new imagery also represents modernization and intends to appeal to a younger generation of prospective consumers. Mahindra has a heritage of its own and maintaining its domestic and global aspirations is not an easy job, hence the team Mahindra took over a year’s time to decide on the charming look that was created by Landor Associates in collaboration with the company’s own design team.
Founder & director of MarketGate, a brand consulting firm, Shripad Nadkarni explains that if it’s only a design modification then it is very superfluous. But move of Mahindra & Mahindra is a very positive one because if one looks at the company, then one can realize that the company has been at the forefront of change for over a decade’s time. Moreover, customers are already experiencing the changes due to their interactions with the Mahindra’s products and services. Thus, this move is very harmonious with what they the company is doing and it is an important signal to the world as well.
Mahindra & Mahindra has a vast array of business, ranging from manufacturing cars to sea mining to everything in between with a presence in over 100 countries. Thus, for such an organization it is but obvious that the factors of versatility and longevity are its top priorities when it comes to selecting a fresh brand signature. Nevertheless, all the elements of its new brand identity are based on and draw energy from the word Rise. The chairman Anand Mahindra said that Rise is the representative of the company’s cumulative growth, its intention of “enabling people to rise” and its desire to rise up to the expectations of all its consumers.
However, this notion of a real purpose of a company is getting quite catchy and a lot more companies are jumping on to the purpose band wagon, with feeble real intensions. Thus, Mahindra has to keep up its real endeavor to really fulfill its promises that it makes to its consumers. Mahindra has to keep the movement of Rise glowing with vigour without losing its efficiency.