After the successful launch of its new brand position – expressed by the word “Rise” – in January 2011, the US $12.5 billion Mahindra Group today announced the launch of a multi-media movement which seeks to inspire and empower people across India to shape their own future. It consists of Spark the Rise, a movement which aims to drive positive change, and an inspiring Rise thematic TVC which will hit TV screens in India today.
This ambitious and provocative campaign was developed by a global team (more than 10 nationalities were involved in the creation of the work) spearheaded by Mahindra, cultural-movement agency, StrawberryFrog and award-winning filmmakers Harmony Korine and Anthony Dod Mantle. It will launch in stages, beginning immediately with innovative digital efforts aimed at building a cultural movement from the ground up, using digital, offline and on-ground media. A major new television commercial (Rise thematic film) as well as press and online advertising will all coalesce to create a sense of a vibrant global movement.
