Mahindra & Mahindra Financial Services Limited, (MMFSL), part of the Mahindra Group, has launched a new ad campaign titled ‘Ab Fixed Deposit hoga Fast Deposit’.
The two 15-sec TVCs focus on the ‘Speed & Ease’ aspects of investing in Mahindra Finance FDs; enabled by a simple ‘4-steps only’ process. This is encapsulated in a secured end-to-end digital journey.
Said Raul Rebello, MD & CEO – Designate, Mahindra Finance: “Fixed deposits is a low-risk, assured and secured investment opportunity, being an ideal option for those reluctant on exposing their savings to market fluctuations. At Mahindra Finance, our constant endeavour is to be a responsible financial solution partner to emerging India with a secure digital investment option. Through this campaign, we aim to tap such investors and educate them with the offerings of our Fixed Deposit products available at the click of a button”.
Mahindra group has appointed Abanti Sankaranarayanan as Chief Group Public Affairs Officer. In this role, Sankaranarayanan will lead Group Public Affairs (India & international), Group Sustainability and the Group Risk and Economist functions. Sankaranarayanan will be a part of the Group Executive Board reporting to Anish Shah, Managing Director and CEO, Mahindra Group.
Speaking about the announcement, Shah said: “At the Mahindra Group, Public Policy and Sustainability are pivotal and we are committed to leading ESG globally. It is paramount that we engage with all our relevant stakeholders proactively and effectively. This is a diversified role, which needed a seasoned leader to manage multiple stakeholders. Abanti is an accomplished business leader with vast experience across corporate affairs, social impact, strategy and managing large businesses. I am confident that she will be able to build the functions and help us in achieving our goals. I would also like to thank Manoj Chugh for his exemplary services to the Mahindra Group. He has been an integral part of our growth journey, contributing significantly to the organisation in his various roles. I wish him all the best.”
Mahindra Group, has announced the elevation of Pramuch Goel as VP & Head – Group Communications with immediate effect. He takes over from Varsha Chainani who has moved on.
Goel moves from his previous role of Strategic Communications Head for Auto and Farm Sectors. In his new role, he will report to Asha Kharga, Chief Customer and Brand Officer, Mahindra Group.
Speaking about the announcement, Asha Kharga, Chief Customer and Brand Officer and Member of the Group Executive Board, Mahindra Group, said: “Pramuch is an accomplished brand and communications leader who has been part of the Mahindra Group for several years, working and contributing to various businesses. At Mahindra, it has always been our endeavour to nurture and promote talent and I am very pleased to see him grow and further his career with us. I wish him the best in his new role. I would also like to take this opportunity to thank Varsha Chainani for her contribution to the Mahindra Group and wish her the best for her future endeavours.”
Mahindra & Mahindra has announced the appointment of Asha Kharga as Chief Customer and Brand Officer for the Group. She will steward the Corporate Brand and will oversee the Group’s e-commerce platform M2All, Mahindra’s innovation agenda and Mahindra Racing.
Said Dr Anish Shah, MD and CEO, Mahindra Group: “Mahindra has a rich history of innovation, and care for its stakeholders. However, customer expectations are constantly evolving. Asha’s rich and diverse experience will help our businesses stay at the cutting edge of customer experience.”
Mahindra Lifespace Developers Limited, the real estate and infrastructure development arm of Mahindra Group, has appointed Viral Oza as Chief Marketing Officer (CMO).
Arvind Subramanian
Commenting on the appointment, Arvind Subramanian, MD & CEO-Designate, Mahindra Lifespaces, said: “The addition of a seasoned leader like Viral to our management team will significantly add to Mahindra Lifespaces’ strengths as one of India’s most trusted real estate companies. Viral brings a perfect mix of organisational leadership, marketing innovation expertise and global brand-building experience that will strengthen the effectiveness of our sales efforts and partnerships, while driving customer experience excellence.”
Viral Oza
Added Oza: “I am thrilled to join Mahindra Lifespaces’ executive team, especially at a time when the Company is poised for strategic growth in its key markets. I look forward to being a part of the growth journey of all the Company’s brands that have created a space in the minds and hearts of both retail and corporate customers.”
Oza was until recently Chief Marketing Officer at Lodha Group.
Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.
The car manufacturer shares tips on how to take care of the parked car. Banks deliver newspaper in your inbox. Antiseptic cream makes sanitisers. Porn site gives free access to premium content so that you stay at home! Soaps shouting about washing the virus and Apps are updating for smoother operations.
Brand engagement during lockdown is part of the strategic initiative in preparedness for the post-lockdown market. Naturally, every brand wants to be on the top of the consideration-set whenever markets open. So, they need to keep the brand connect alive through brand engagement. It is known that the brands engaging the consumers now are most likely to emerge as the front runner post-coved scene.
BRAND ENGAGEMENT
It was interesting to see Durex playing mindgames in its territory. The brand also suggested an innovative way to help out the audience like using it to cover the finger while pressing buttons in the lift.
On the other level, DOVE went ahead to celebrate the Beauty called Courage. It remains credible as the brand is operating within its pre-Covid coordinates defined by inner beauty.
Consider, ‘TAKE THE LOAD’ by Ariel, and it falls in place. The brand is continuously thinking of engaging consumer in different ways and situations. It is an attractive proposition, but I have a problem with it. The brand still addresses housework as a woman’s load. I will discuss this some other day.
Keeping the conversation going during such a crisis is a sensitive area. Some brands have learnt their lessons the hard way. The strategy and the message must remain incomplete internal and external sync. The brand can not have different visible standards or expectations across geographies, product lines and services, internal or external.
BRAND ENGAGEMENT – A TWO WAY STREET.
The brands must realise that ‘The consumer will treat you exactly the way you treat them during this period of crisis’. Remember, we live in an era of information democracy, and it is driving everyone crazy. Once the message is released in the public domain, you no longer are in control. If you are in the arena to commercially exploit the situation, your life will become miserable, sooner than later. At the same time, it is a beautiful space for brands with real purpose and empathy in engaging the audience.
BRAND ENGAGEMENT – PLAY WITH RELEVANCE.
During the crisis, sometimes it is best to remain silent. The well-informed consumer is aware of the situation. Brands are looking towards contactless delivery, but it still is no time for impact-less irrelevant engagement.
The consumer’s transactional deal is restricted to the brand delivering the best at a reasonable price. Or the brands are playfully engaging the consumer while sending a positive, relevant message of importance. Just like the various brands supported Social Distancing by playing around with their logo’s.
BRAND ENGAGEMENT – BE SIMPLE.
One of the compelling ways beyond talk play and intent is to act the intention. Let sharing of the news surrounding the Brand Act be amplification, instead of trying to send out a video in the social space. However, when brands move beyond transactional arena to show their soft touch treating consumers as part of the extended family, the equation shifts from being purely a stakeholder to an active partner. It required empathy, care, understanding and being sensitive to the ecosystem. The brand needs to understand the covert -overt needs and continuously re-defined expectations. It is a tough and risky territory to walk. The brands that see it as only a commercial leveraging opportunity, they fail to understand the double-edged dimensions and in effect do more wrong than the right to their image.
BRAND ENGAGEMENT – ACCEPTANCE COMES WITH RELEVANCE.
Such situations like coronavirus and the lockdown demands that the brands demonstrate care and empathy. However, there is an un-stated boundary between compassion and pity. The brand operating within the bandwidth of experience and tonality have higher chances to succeed.
Mumbai police use of citizen vigilance for Stay Home campaign makes sense. People relate to it, knowing that ultimately police can do that much only. They emerge as a partner- as a peer.
Nearer home, Surf team remains true to the thought Daag Aache Hai. And extends it with Daag Bhai Ghar par Rahenge. The brand extends engagement by sharing fun activities for home on Instagram.
Now, this was brilliant as it came well in the early phase when people were still thinking about how to manage work. It works for Sony It works as the scope remains restricted to helping the daily wage earners in the film and television industry. But what is the Kalyan Jewellers link?
When EMIRATES tells you to stay home and assures with positivity that we will fly soon, you like the approach and the tonality. They are, in fact, not making any new point.
https://youtu.be/IRoAQ3dmOUw
On the other side, when UBER uses a similar tone to thank you for not using them, it seems forced. It is the result of earlier experience and perception of the brand ethos, culture and expectations.
Vodafone used both their famous hugely loved mascots, the ZOOZOO and the PUG to deliver the message. The Pug communication still has something going for it, but the ZooZoo fails to impress.
ASIAN PAINTS keeps the tone of voice consistent in ‘Jab Ghar Mai Saab Ho Toh Ghar khilkhilata hai’, #stayhonestaysafe. It remains within known brand coordinates using a picture of everyday life. Similarly, TATA SKY talks about ‘Ghar Baite Kuch Seekhe’. It is an example of excellent connect with its known educative and activity-based channels.
BRAND ENGAGEMENT – CAN ALWAYS MOTIVATE.
And when there is nothing -nothing to say and the brand still wants to keep the conversation going. They fall back on positivity to keep people motivated, usually with a dose of singing and celebrities.
When you overstretch and try being arty like HUL. It snaps because of a hyper stretch. It fails to evoke similar emotions.
However, when Mahindra says,- Some wheels will keep moving, you relate to it. And the treatment makes you feel so much better.
BRAND ENGAGEMENT- AUDIENCE AWAIT ACTION.
Though travel is a bad word during the lockdown, I was looking forward to engaging relevant and sharply focussed communication from Samsonite. It had reoriented its coordinates when they made the earlier communications including the one during Kerala floods. It will be a waste of a marketing opportunity if Samsonite does not subtly engage the audience in this crisis.
……………………
BRAND ENGAGEMENT- LIGHTER MOMENTS.
On the side, the crisis also made room for some absurd but thoroughly enjoyable videos. The one that is my favourites features Shekhar Gupta and @HoeZaay. He tries explaining the concept of tomorrow in a Swami Nityanand style. Shekhar Gupta may not need new audiences – but this viral must have worked for him.
The Mahindra Group reinforced its long-term commitment towards the environment through the launch of a new campaign that builds a case for waste management. Its new #CutTheCrap campaign has been launched with a film that equates the problems caused by single use plastic bags to weapons of mass destruction.
Highlighting the purpose behind this new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said:- “Through our new #CutTheCrap campaign, we are putting our Rise For Good philosophy into action to bring about greater environmental awareness and societal change. We have consistently focused on bringing issues concerning the environment to the fore, and waste management is a crucial topic within this. Our aim is not only to sensitise people but to also enable them towards behaviour change.”
Added Robby Mathew, Chief Creative Officer, FCB Interface: “The idea was to help the viewer see the harmless looking plastic bag from a whole new perspective. By equating it with some of the deadliest weapons known to mankind, we drew attention to the looming threat that is already upon us. And who better than Mahindra, with their track record of relentlessly focusing on waste management, to take this message to the world.”
Mahindra Group has announced the launch of its #NurtureYourCuriosity campaign. Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus.
Commenting on the essence of the campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra said: “Solutions to the world’s problems can only emerge when one asks the right questions. Only the curious ask these questions and challenge the status quo. To make the world a better place, we must nurture this curiosity and seek meaningful innovations. Our aim with this campaign is to encourage individuals to nurture their curiosity while showcasing how this is leading to innovations and the leveraging of new age technologies at Mahindra. This is yet another way by which we are enabling and encouraging people to Rise.”
The Mahindra Group together with the Project Nanhi Kali marks the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’, that draws on from #LadkiHaathSeNikalJayegi campaign in an all-new avatar. The anthem is an unconventional rap mix, through a collaboration between Deepa Unnikrishnan, aka Dee MC and Simi Talsania.
Commenting on the purpose and genesis of the anthem, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd said: “Mahindra is a socially responsible and trusted brand, and with the Rise for Good initiatives, we not only want to do good in the community, but also aim to inspire others to drive societal change. #LadkiHaathSeNikalJayegi was one such campaign which provided a positive perspective on an age-old and negative mindset. Expanding the mindset beyond girl child education and helping them envision their preferred, potentially unconventional career choices was the logical succession to the campaign. Today, on National Girl Child Day, we are thrilled to be launching the ‘Rise Up’ anthem, and there could be no better role models than Dee MC – a rapper, and Simi – a dancer in the hip-hop genre, to help us tell this story differently.â€
Created by Mahindra Group and Project Nanhi Kali, the anthem was conceptualised by 22feet Tribal Worldwide, Mumbai.
Swaraj Tractors, a part of the US $19 billion Mahindra Group, launched a new television commercial tilted Mera Swaraj. The new TVC showcases the spirit of the endearing relationship that takes Swaraj tractor closer to the hearts of farmers and all its stakeholders, alike.
Speaking about the commercial, Viren Popli, Chief Operating Officer, Swaraj Division M & M Ltd said: “At Swaraj Tractors, we have a long and close association with the Indian farmer and the ‘Mera Swaraj’ commercial is a true reflection of that sentiment. Over the years, we realized that the Swaraj brand is associated with a lot of pride of ownership and it is this emotion that we have attempted to communicate through this recently launched commercial. In fact, the Swaraj brand belongs to all of us and it is this unique aspect of the brand that we have dwelt upon in a relatable way in the “Mera Swaraj†commercial.â€
Added Robby Mathew, Chief Creative Officer, FCB Interface: “During the ideation process, I visited the Swaraj factory along with my team. In many ways, the film wrote itself during the visit. Personally, in all my years in advertising, I haven’t seen an organization like Swaraj. The chemistry between the employees was palpable. Every person I met from the COO downwards was insanely proud of what they were doing. I sensed a real love for soil, for water, for land, and the very act of creation that we laymen call farming.â€
Anand Mahindra, Chairman of Mahindra Group has invested into the digital storytelling platform for women www.SheThePeople.TV, founded by award-winning journalist Shaili Chopra.
Mahindra has invested in his private capacity in the video platform, which is building a much-needed digital media space and ecosystem for women achievers and is dedicated to championing and promoting their success stories.
Since its inception, SheThePeople.TV has profiled stories of nearly 10,000 inspiring women, who are entrepreneurs, authors, game-changers, sportswomen, corporate executives and more. It has been able to offer networking opportunities to over 100,000 women via conferences, meets and other events. It was an official partner for the government’s prime program for entrepreneurs Start-Up India in January 2016 and for the startup initiative at Make In India week in Mumbai February this year.
Regarding his decision to support the platform, Anand Mahindra said, “Women need a space that quenches their intellectual hunger, engages, and empowers them with relatable content. With Shaili as founder possessing a solid understanding of both conventional and digital media over 15 years, I have great confidence that SheThePeople.TV will become a focal point of inspiration for tomorrow’s women leaders.â€
SheThePeople.TV is the go-to platform for women in India for inspiration, engagement, and is documenting the changing discourse on women in the country. The stories are currently offered in English and Hindi versions and driven primarily by video content. Shaili Chopra’s fifteen years of experience in television and her discerning understanding of the digital media business have together helped her build this to a critical mass within one year of its inception.
The funds will help SheThePeople with its future expansion plans as it launches new initiatives including forums, events and regional languages.
Commenting on the investment by Anand Mahindra, Shaili Chopra said “We are thrilled to see Anand’s belief in our vision and the platform. He is not only a corporate leader with an evolved intellect but also a great supporter of women leadership in various fields. We are happy to have his support, which indicates his desire to back new and progressive ideas as well as new technologies, which extend beyond the traditional formats. Our passion is to identify new and young women leaders as India witnesses millions of women join the work force and share their stories.â€
Angela Arhendts, the CEO who made Burberry the first, truly-digital luxury company, once said, wistfully: “I grew up in a physical world and I speak English. This generation is growing up in the digital world, and they speak social.†The point is that the world is fast changing into one where customers speak a different language, and their physical reality effortlessly coexists with the virtual.
As the world changes around people, so must businesses — especially if they are not born digital in the first place. Here are eight reasons why your business cannot afford not to have a digital strategy:
1. Customers are going digital: They live in an alternate world – the world of WhatsApp, Facebook, Google, LinkedIn, Instagram – and they want to find you there, speaking their language. It does not matter whether your company is B2B or B2C; you need to interact with them in that world.
2. New channels of sale have emerged: e-commerce marketplaces, mobile commerce, selling on social networks and such. Customers expect you to be available in all these channels, and you need to embrace multiple digital avenues.
3. Business models are changing in this digital world: Now, the sharing economy has come in and upended traditional business models, with Airbnb making existing, idle houses available to travellers, and Uber enabling every car to become a taxi. The ‘platform’ business models are disrupting the most traditional business models.
4. Disrupt, or be disrupted: Even as you run your traditional business, you need a strategy to experiment with new, digitally-enabled business models and move your businesses towards them. Otherwise someone else will come in and disrupt you out of business. Many times these new business models will cannibalise your business.
5. Speed: Digital is faster, and speed is a massive competitive advantage. Any facet of digital you can think of — whether online marketing, social media, etc – the speed is blinding compared to its traditional avatar. Digitally-enabled companies, therefore, bring products to market much more rapidly.
6. Combined with speed is scale: Digital companies are inherently scalable. They grow and the scale is disproportionate  to the resources you add. They use network effects, and the economies of scale much more efficiently. Having a digital strategy implies using tools of scale such as algorithms, sensors, artificial intelligence, mobility, etc
7. Mobile phone: A mobile digital strategy is mandatory. It could be in the form of apps, mobile sites, messenger bots, location-based services and such. A phone can be used to augment your business.
8. Finally, going digital is about changing the culture of your people: The Internet is collaborative, crowdsourced, imperfect, and all-pervasive. A digital culture implies creating products that ‘just work’ and then rapidly iterating and improving them through crowdsourced ideas, tolerating and celebrating failure; active collaboration and informality. A digital strategy is incomplete without a people or culture strategy.
The digital web has staged an interactive coup, and has handed power firmly to the consumer. We as businesses which serve them, need to have a strategy to cope with this new reality. Or perish.
Jaspreet Bindra is a digital native, a change agent, organisation builder and a day-dreamer. He also happens to be Senior Vice President – Digital Innovation and Ecommerce, for the Mahindra Group of companies. The views here are personal. Twitter: @j_bindra. This article appeared first in dna of brands dated May 23, 2016.
Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.
