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Tag: Mahindra & Mahindra Ltd

  • To showcase XUV 3XO inspired streetwear collection

    Mahindra collaborates with Santanu Hazarika and Nought One

    Mahindra & Mahindra has  teamed up with artists Santanu Hazarika and Abhishek Paatni of Nought One to showcase a  streetwear collection that draws inspiration from the design and colours of the Mahindra XUV 3XO.

    Said Pratap Bose, Chief Design and Creative Officer, Mahindra & Mahindra Ltd: “Today, we are  excited to showcase a collection that brings together our passion for innovation across our authentic  SUV range with the dynamic world of fashion. The new XUV 3XO is the latest expression of Mahindra’s  HEARTCORE Design philosophy. Designed to stand out from the crowd, the XUV 3XO takes the  premium compact SUV to new heights of Design, Technology, and Innovation. This collection not only  reflects the bold and distinctive features of the XUV 3XO but also complementsthe lifestyle and values  of our younger consumers. Through this collaboration with Santanu and Nought One, whose work is  always at the cutting edge of design and fashion, we are reaching out to new audiences and exploring  new forms of expression.”

    Added Santanu Hazarika and Abhishek Paatni: “We are thrilled to partner with Mahindra on this  unique project. This collaboration with the XUV 3XO is a perfect blend of our streetwear aesthetic with  the standout design of this modern SUV. It’s an exciting challenge to translate automotive innovation  into fashion, and we believe our customers will appreciate the creativity and authenticity behind each  piece. This partnership reflects futuristic, functional clothing which blends with the aesthetics of the  new age and a progressive future.”

  • For its Auto and Farm Business

    Mahindra to sponsor ICC Men’s Cricket World Cup 2023 on Disney Star

    By Our Staff

     

    Mahindra & Mahindra Ltd farm and auto sectors announced the expansion of its cricketing association as the Associate Sponsor with Star Sports for the ICC Men’s Cricket World Cup 2023 and ‘co-powered by’ sponsor on the digital platform, Disney+ Hotstar. In addition to the ICC Men’s Cricket World Cup 2023, this collaboration ensures visibility for Mahindra’s Automotive and Tractor brands during the Asia Cup 2023.

     

    Said Rajesh Jejurikar, Executive Director & CEO – Auto & Farm Sectors, Mahindra & Mahindra Ltd: “We are excited to be a sponsor for the ICC Men’s Cricket World Cup 2023 on Star Sports and Disney+ Hotstar. This sponsorship is a key milestone in our mission to connect deeply with the passion of millions of Indians. We see a strong synergistic resonance between our SUVs and Tractor brands and the vibrant spirit of Indian cricket. Through this sponsorship and our upcoming engagement activities, we aim to create cherished memories and strong bonds with our customers.”

     

  • Unveils new range of tractors

    MS Dhoni brand ambassador for Swaraj Tractors

    By Our Staff

     

    Swaraj Tractors of the Mahindra Group released its new TV commercial (TVC), featuring Brand Ambassador, MS Dhoni.

     

    The ‘Naya Swaraj’ campaign coincides with the introduction of a new range of Swaraj tractors, which marks a transformative leap in the brand’s approach towards holistic solutions.

     

    Rajesh Jejurikar, Executive Director & CEO Auto and Farm Sector, Mahindra & Mahindra Ltd. said: “Having MS Dhoni on board, first as a customer and then as the brand ambassador for Swaraj, is an honor for us. His presence is a perfect fit with Swaraj’s core DNA of dependability, and his aspirational appeal aligns seamlessly with our new range of modern feature packed tractors. His genuine belief in our products add authenticity, making this collaboration a true reflection of our journey ahead.”

     

  • Ajay Devgn to launch Mahindra Truck with new ad

    By Our Staff

     

    Mahindra’s Truck and Bus Division (MTB) has announced the launch of the new Furio 7 series of light commercial vehicles with a new campaign. FCB Interface has conceptualised the ad film with actor Ajay Devgn re-enacting his famous split this time on two Furio 7 trucks. The campaign will be promoted across different media.

     

    Speaking about the campaign, Robby Mathew, Vice Chairman and Chief Creative Office, FCB Interface, said: “Some 30 odd years ago, Ajay Devgn rode into Bollywood on 2 bikes. Marry that classic image with Mahindra’s unique proposition of two guarantees and you end up with the key imagery for the 2021 campaign!”

     

    Adding, Joemon Thaliath, Vice Chairman and CEO, FCB Interface, said: “Mahindra always challenges norms. With the launch of the Furio Double Guarantee, Mahindra is also repositioning the category and putting the focus back on the customer.”

     

    Sharing more insights, Rajeev Malik, Vice President & Head Marketing – Commercial Vehicles, Mahindra & Mahindra Ltd. added: “The Indian Light Commercial Vehicle category battleground is dominated by two players historically, with an 80% market share between them. Now Mahindra FURIO 7 is entering this market as a quintessential challenger brand with the firm belief that we have what it takes to challenge the status quo by leveraging our deep insight of customer behaviour and their unmet needs. We will achieve this with our highly disruptive ‘customer value proposition’ of Double Guarantee. And what better way than having the original Singham of the Bollywood, Ajay Devgn, to take forward this message.”

     

  • Will collaborate to enhance its reach through digital and traditional mediums

    Ajay Devgn to endorse Mahindra truck

    By Our Staff

     

    Mahindra & Mahindra Ltd has announced actor Ajay Devgn as the brand ambassador of the Supro Profit Truck range of Small Commercial Vehicles.

     

    Said Veejay Nakra, CEO, Automotive Division, Mahindra & Mahindra Ltd: “Our mantra that drives our approach for this portfolio of business is Customer Prosperity. Accordingly, Supro’s proposition, to offer more profitability or we take the Supro Profii truck back, is rooted in this philosophy and emerges out of its  guaranteed higher mileage and superior load carrying capability. And who better than Ajay Devgn to be the face of the brand and this disruptive promise, given the strong connect between the personalities of the accomplished actor and brand Mahindra.”

     

  • The anthem has been created in collaboration with artistes, Deepa Unnikrishnan, aka Dee MC and Simi Talsania

    Mahindra Group unveils #LadkiHaathSeNikalJaayegi in new avatar

    By A Correspondent

     

    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.”

     

    Created by Mahindra Group and Project Nanhi Kali, the anthem was conceptualised by 22feet Tribal Worldwide, Mumbai.

     

     

  • The campaign is on air across leading television channels, supported by digital presence

    FCB Interface executes latest campaign for Mahindra Blazo

     

     

    As a next leg to the campaign launched in 2016, Mahindra has unveiled a new campaign for Blazo. The campaign brings back Ajay Devgn who is seen endorsing the vehicle in a dramatic and hard-hitting manner, notes a communique. The campaign has been crafted by FCB Interface and underlines the success of Mahindra Blazo and how its mileage has lived up to the company’s promise.

     

    Said Joe Thaliath, Chief Executive Officer, FCB Interface:“Our internal investigation said that the ‘mileage guarantee’ campaign delivered successfully in the market. The challenge was to now step up the game and bring alive the success of Blazo to the customers. The fact that the Blazo is BSIV-ready adds to the opportunity… And yes, Ajay Devgn continues to be our ‘Sutradhar’ as he has proven to be the best fit for the brand.”

     

    Added Robby Mathew, Chief Creative Officer, FCB Interface: “Some months ago, Mahindra Truck and Bus made a claim that no other truck company in India could or would make. This film had but one objective. Tell the world what happened in the marketplace when the customer took Mahindra on their offer … Also, the company’s no-nonsense, direct-talking personality is clearly reflected in the choice of brand presenter.”

     

    Said Rajeev Malik, Senior General Manager, Marketing, Mahindra & Mahindra Ltd -Truck & Bus Division: “Our first campaign was a bold step and it succeeded in a big way. So much so that customers were asking for the ‘guarantee wala truck’. So we decided to extend the ‘mileage guarantee’ and at the same time bring alive the proof of performance of the FuelSmart-CRDe engine. That’s why our new film highlights the fact that ‘not a single truck was returned’ … and goes on to give the wait-and-watch buyers many solid reasons to go for the Mahindra Blazo.”

     

  • Showcases the unique value proposition of its SUVs which enable lifestyle enhancing experiences

    Mahindra launches sequel to ‘Live Young Live Free’ campaign

    By A Correspondent

     

    Mahindra &Mahindra Ltd (M&M), recently launched a sequel to its popular television commercial, ‘Live Young, Live Free’ to showcase its complete portfolio of SUVs, including all the recently launched SUVs. Targeted at those who seek varied experiences, the new umbrella communication embodies the emotions of freedom and adventure, and propagates the core value proposition of Mahindra SUVs to enable lifestyle enhancing experiences.

     

    Inspired by the original ‘Live Young Live Free’ score from the first campaign, the sequel uses a melange of tunes such as Hard-rock, Dub-step, Carnatic, Hindustani & Folk, elevating it from a song to an anthem running across the nation. As the leader in the SUV segment in India, over the years Mahindra has built a strong portfolio of vehicle brands with differentiated positioning and brand values.

     

    The Live Young Live Free 2.0 film brings alive the unique proposition that Mahindra’s sports utility vehicles offer and the film underlines the common Mahindra DNA, a thread that binds the entire portfolio of SUVs. This film showcases different people, from different walks of life enjoying their own adventures in a Mahindra vehicle across the breath-taking landscapes of Ladakh, the serene lakes of Shillong, the dense forests of Assam and enigmatic dunes of Jaisalmer. With its stunning visuals, the film aptly showcases the go anywhere capability of Mahindra vehicles.

     

    Speaking about the campaign, VivekNayer, Chief Marketing Officer, Automotive Division, Mahindra & MahindraLtd. said, “The sequel to our already popular TVC ‘Live Young Live Free’ celebrates the emotions of freedom and adventure among our SUV owners, and propagates the capability of Mahindra SUVs to enable lifestyle enhancing experiences. Mahindra vehicles with their unique DNA are best suited to offer a fun filled adventurous lifestyle to our customers, and the film reflects this in a very aspirational but relatable way. The Live Young Live Free anthem further enhances the strong emotional connect and exhorts people to join this movement. Essentially this TVC further builds on the earlier one and dwells on the fundamental nature of the human spirit which aspires for the freedom to pursue one’s passions.”

     

    Said Robby Mathew, Chief Creative Officer, FCB Interface: “This film celebrates the sheer joy of breaking free. Breaking free from the limitations of the road, and by extension, the limitations that we have set for ourselves. It is also a subtle reminder that we have but one life, and there is no excuse whatsoever to not live it to the fullest. Like they say, sequels always have it hard. We evaluate them much more ruthlessly than the original. Happily for us Amit Sharma (Chrome Films) has done a phenomenal job with the film, and Mikey’s music score is truly a breakthrough – an eclectic mix of genres and voices and styles.”

     

  • TVC has been launched in line with Mahindra Tractors’ vision of delivering Farm Tech Prosperity

    Mahindra unveils new TVC for Arjun Novo

    By A Correspondent

     

    Mahindra & Mahindra Ltd.’s Farm Equipment Sector (FES) has launched a TVC for its most technologically advanced tractor, Arjun Novo.

     

    The TVC is set against the backdrop of Mahindra Research Valley, Mahindra’s nerve centre for design and development for its automobiles and tractors. The TVC showcases true farm performance, bringing to life proven product performance using 3D animation. The product features have been explained and dramatized depicting the product’s superiority and advanced technology and highlighting its key message for customers – technology that allows you to do the impossible.

     

    Speaking on the new television commercial, Ravindra Shahane, Vice President, Farm Equipment Sector, Mahindra & Mahindra Ltd. said, “At Mahindra, we are committed to deliver Farm Tech Prosperity through technologically superior solutions. Our aim has been to drive positive change in the lives of our customers, enabling them to Rise above their current realm of possibility. Arjun Novo is a leap in technology and innovation that can perform myriad applications desired by the farmer. The new TVC has effectively captured this leap of technology that will open a world of possibilities to the modern farmer.”

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications Pvt. Ltd. said “The biggest challenge was to bridge what consumers expect from Mahindra Tractors and communicate what the Arjun Novo can offer in an impactful way. It’s a futuristic approach in the farming space but at the same time will connect with the farmer at an emotional level. The Arjun Novo will raise the technology quotient in the Indian Tractor Industry.”

     

  • First ever campaign from Mahindra for its Commercial Vehicles (CVs) portfolio

    Mahindra takes the ‘Taqdeer Badal De’ route for its commercial vehicles portfolio

    By A Correspondent

     

    Mahindra & Mahindra Ltd. has launched its first ever TVC for its Commercial Vehicles portfolio. At the core of the film lies Mahindra’s commitment to partner with its customers in their journey towards progress and prosperity, in keeping with the company’s philosophy of RISE.

     

    The storyline highlights five individuals who own different vehicles from Mahindra’s commercial vehicles range and propagates the vehicles’ ability to shape their destinies. The TVC is the second portfolio communication from Mahindra after the highly successful ‘Live Young, Live Free’ campaign which showcased its personal range of vehicles. The commercial also reinforces the Mahindra DNA of tough and rugged vehicles.

     

    Vivek Nayer

    Speaking on the new television commercial, Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra & Mahindra Ltd, said, “Mahindra offers the widest range of small commercial vehicles which are known for their tough and rugged design, low maintenance cost and high fuel efficiency. Further, our commercial vehicle owners have a unique bond with their Mahindra vehicles. It provides them with the means to fulfil their aspirations to achieve progress and prosperity which is completely in line with Mahindra’s core purpose of Rise. With the new commercial vehicles portfolio film, we intend to further cement this partnership and the deep emotional connect that the Mahindra brand has with its customers.”

     

     

    Robby Mathew

    Robby Mathew, National Creative Director, Interface Communications Pvt. Ltd. said, “Making this TVC was challenging as the previous campaign Live Young Live Freehad already created a benchmark of its own. Through this film we have tried to communicate the aspirations of rising Indians who dream to prosper with Mahindra commercial vehicles.”

     

  • Mahindra Sri Lanka Premier League to kick off on August 11, 2012

    Mahindra bags title sponsorship rights of Sri Lanka Premier League

    By A Correspondent

     

    Mahindra & Mahindra Ltd (M&M Ltd) has partnered with the Sri Lanka Premier League (SLPL) as their title sponsors. The prestigious League kicks off from August 11 and will be played over three weeks at two venues -Colombo and Kandy. The inaugural edition of this League will feature seven provincial teams in a round-robin league format, with the winners having the distinction of playing in the Champions League Twenty20 (CLT20) as one of the teams in the qualifiers.

     

    Upali Dharmadasa, President of Sri Lanka Cricket said: “Sri Lanka Cricket (SLC) is proud and honoured to have on board, one of India’s leading business houses as the Title Sponsor of the Sri Lanka Premier League which shall now be referred to as the Mahindra Sri Lanka Premier League (or the “Mahindra SLPL”).

     

    “Since the Mahindra brand is also a household name in Sri Lanka, we believe it is the perfect platform to take the message of the Sri Lanka Premier League, which is “Gama Rata Lokeya, Eka Karana” or “Province, Country, World, Becomes One” to the world,” he added.

     

    SP Shukla, President- Group Strategy and Chief Brand Officer, Mahindra Group said: “Sri Lanka is a strategic market for the Mahindra Group which is already an established name in the country and what better medium than cricket to connect and engage with audiences as it is the most followed sport in the sub continent with a fan base of approximately 1.5 billion fans across India, Sri Lanka, Pakistan and Bangladesh alone.”

     

    “We are thrilled to be associated with the Sri Lanka Premier League. With the leading lights of world cricket in the fray, we are positive that this League will be a huge success,” said Ruzbeh Irani, Chief Executive – International Operations (Automobile and Farm Sectors), Mahindra & Mahindra Ltd. “Mahindra has been actively associated with various sporting events and partnering SLPL endorses Mahindra’s commitment to promote a sporting and active lifestyle,” he added.

     

    The Group’s association with the Sri Lanka Premier League underscores its continued commitment to promote sports not only at the grassroots level but also across a global platform.

     

    There will be 24 games in the Mahindra Sri Lanka Premier League and each team will be allowed a maximum of 18 players. Teams will be allowed to field a maximum of four foreign players per game with the remaining being local players. The Man of the Match in all 24 matches will receive the title of “Mahindra Man of the Match” while the ‘Man of the Tournament’ will win himself an XUV5OO.