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Tag: Mahindra Reva

  • As part of Mahindra Reva's Ask campaign, Strawberry Frog conceptualised an innovative marketing strategy clubbing the digital platform and OOH media

    Mahindra makes people ‘ask’

    By Ananya Saha

     

    Mahindra Reva recently integrated outdoor medium with social media around the e2o launch and ‘Ask’ movement in a marketing strategy that clubbed the digital platform and out-of-home media.

     

    A select list of questions was displayed at regular intervals at Mumbai’s Mahim causeway, which is a busy arterial road. With every question being asked, the mnemonic of a hand goes up in the air, signifying the ‘Ask’ movement. The same mnemonic was being used to represent questions on the digital platform, press, TV and outdoor media. This integration of Social and Outdoor Media exemplifies the way both these communication channels can be innovatively used for marketing.

     

    The creative agency for this innovation is Strawberry Frog and the media agency is Percept OOH.

     

    Devendra Shinde

    Devendra Shinde, Head of Marketing & International Business, Mahindra Reva Electric Vehicles, stated the cause behind integrating the two mediums, “When one integrates digital media with other media, the effect gets amplified. Hence we have chosen to use more than one medium for this campaign.” Since the launch, the ‘Ask’ movement has gained momentum and Mahindra Reva has received more than 12,000 questions related to changes that people seek in their day-to-day life.

     

    “Digital is integral to our everyday lives. It is current and absolutely relevant to everything we do. The ‘Ask’ campaign is linked to engagement and integration with the consumers. Digital is the only platform that allows for this. Therefore integrating the digital and outdoor medium, allowed us to capture consumer sentiment and display it for further participating and feedback. The cross pollination between platforms, gave the campaign twice the reach than would have been normally possible,” said Raj Kamble, MD, Strawberry Frog.

     

    The brief to the agency was to amplify the campaign. The campaign was a ‘movement’ – created when people ask questions.

     

    According to the brand and agency, the response to the campaign has hit several milestones on Facebook and YouTube. “There are several advantages of using this medium for the task at hand. Our TG is indeed the curious kind, we expect them to be early adopters of technology. Hence we feel that the digital space and medium are a good way to reach them. Also the engagement quotient of this medium is far higher than most regular media vehicles,” reasoned Mr Shinde.

     

    According to Mr Kamble, the Ask campaign is linked to engagement and integration with the consumers. And integrating the digital and outdoor medium allowed them to capture consumer sentiment and display it for further participating and feedback. The cross-pollination between platforms, gave the campaign twice the reach than would have been normally possible. Since Mahindra is focussed on launching the e2o, electric car, a substantial chunk of brand investments has been done on this campaign. However, Mr Shinde did not divulge the figures.

     

    Focusing on the challenges that this innovation posed, Mr Kamble said, “We were asking questions to India, because until you ask question you can’t bring positive change. This was the first time in India where real-time Twitter updates have been combined with the OOH format. The originality of the idea about integrating real-time data posed enormous technical and logistical difficulties. It involved coordination with the brand team, the digital team, the OOH team and the Strawberry Frog team to bring this idea to life.”

     

    While there is a whole lot of work that has happened in the digital space for the Ask movement, Mr Shinde concluded, “You will soon see our TVC on air.” Till then, keep asking!

     

  • The movement urges people to ask questions about issues that matter, in order to 'Drive Positive Change'

    Mahindra Reva launches ‘Ask’ movement

    By A Correspondent

     

    Mahindra Reva, a part of the US$ 15.9 billion Mahindra Group, has announced the launch of its new ‘Ask’ movement, a campaign that urges people to ask questions about the issues that matter. The movement is based on the idea that real progress happens when people ask the right questions and then seek the appropriate answers. The motto of this campaign is: ‘Think, and you will ask. Ask, and you will Rise’.

     

    The Ask movement has emerged from the Mahindra Group’s vision of the Future of Mobility, which was unveiled by Group Chairman, Anand Mahindra in August 2012, at the inauguration of Mahindra Reva’s new manufacturing plant in Bengaluru. At that time, the Mahindra Group had promised to launch a movement to co-create and co-imagine the Future of Mobility, and ‘Ask’ is that movement. The Future of Mobility envisions the creation of an automotive ecosystem that brings Clean, Convenient, Connected, Clever and Cost-effective (the 5 C’s) mobility solutions to customers across the world.

     

    At the root of the Ask movement is Mahindra’s brand idea of ‘Rise’. This has been the basis for a number of other movements including the ‘Spark the Rise’ movement which seeks to tap into the entrepreneurial spirit of India to drive positive change. The Ask movement is another step in this direction and seeks to leverage the principles of Rise to co-create a more sustainable vision of the Future of Mobility. This movement will tap into the hunger for change in an increasingly confident India by inviting the public to ask questions about topics like mobility, infrastructure and technology.

     

    Pravin Shah, Chief Executive, Automotive Division, Mahindra & Mahindra said, “At Mahindra, challenging conventional thinking in everything we do is a way of life. We have always encouraged people to ask questions because we believe that our ability to innovate and develop superior products and services is related to the questions we are asked – by our customers and our own employees. With the Ask movement, we hope to encourage people to constantly think of the questions that really matter and actually voice them, thereby paving the way for the creation of a better world.”

     

    Commenting on the rationale behind the movement, Chetan Maini, Founder and Chief of Strategy & Technology, Mahindra Reva Electric Vehicles said, “Each human being has this innate curiosity and desire to drive positive change. At Mahindra Reva, asking questions is an intrinsic part of what we do. We have relentlessly questioned ourselves on what we can do to redefine the Future of Mobility in the years to come. The Mahindra e2o electric vehicle is our first significant step in this direction.”

     

    Mahindra Reva will funnel these questions down to issues relating to mobility and related topics, and form interest groups that will seek to provide answers to these issues. In this manner, Mahindra Reva hopes to play the role of an incubator of ideas related to the future of mobility.