NEW DELHI: Swaraj Tractors, a part of the USD 19.4 billion Mahindra group today launched a new brand campaign ‘Josh Ka Raaz Mera Swaraj’ to communicate how Swaraj tractors fuel the passion in its customers as true companions in their farmlands.
This new brand campaign is a sequel to Swaraj Tractors’ – Mera Swaraj campaign, which successfully highlighted the feeling of ownership, pride, and togetherness among its stakeholders, especially its customers. It defined the long-standing and successful association of its stakeholders with the brand Swaraj.
The new ‘Josh Ka Raaz Mera Swaraj’ campaign describes the passion within its stakeholders, which is the key to the success of the brand and its ability to outperform. To describe ‘Josh’, a new Swaraj Tractors’ manifesto has been released with this campaign. The manifesto exemplifies the passion of its stake holders to take on every new challenge and inspires Swaraj engineers to design powerful, rugged & reliable tractors.
Swaraj Division CEO Harish Chavan said, “We believe Mera Swaraj brings out the Josh in each one of us and in everything we do. This Josh in turn is also reflected in the ability of our powerful tractors that perform the best in toughest conditions across the length and breadth of our country.”
The new Josh Ka Raaz Mera Swaraj campaign is also an indication towards the changing face of Swaraj in times to come.
MUMBAI: Mahindra & Mahindra Ltd, part of the $20.7 billion Mahindra Group, today, announced the launch of a new marketing campaign for its premium multi-purpose vehicle Marazzo. Christened #ChooseTogetherChooseRight, the campaign will debut an all-new television commercial (TVC) that promises to build a strong emotional connect with family-car buyers by bringing to life the power of coming together to make important life-choices.
The multimedia campaign will go beyond television to leverage digital and social media and on-ground and dealership activation to engage with consumers and celebrate the choices they make together as a family.
The new Marazzo campaign is based on the insight that the modern Indian family comes together to make big life-choices. This stems from the aspiration to always provide the best for the family in all important aspects of life, including the choice of the new family-car. Marazzo seeks to establish a strong emotional connect with family-car buyers by acknowledging these realities and, indeed, celebrating them in the new campaign.
Speaking on the launch of the new campaign, Mahindra & Mahindra Ltd chief of sales & marketing, automotive division Veejay Nakra said, “The insight-based TV commercial aims to amplify the collective role of today’s family in the choice of a new car. It also corroborates on the ever evolving role of women in making family decisions, in this case, choosing Marazzo as the family-car. We are confident that the new campaign will inspire many customers, who are keen to upgrade from a hatchback or a compact sedan, to collectively choose the Marazzo.”
Born of an engineering collaboration between Mahindra Automotive North America (MANA), Detroit and Mahindra Research Valley (MRV) Chennai, the Marazzo has been engineered for excellence to ensure a smooth ride, agile handling, the quietest and fastest cooling cabin in its class and a comfortable cabin with ample space. The Marazzo's streamlined and aerodynamic design is an outcome of the collaboration between Pininfarina, Italy and the Mahindra Design Studio in Mumbai.
MUMBAI: Taking its ‘Rise’ philosophy ahead, Mahindra Group recently launched the #NurtureYourCuriosity campaign, which celebrates the power of asking questions in driving innovation. The campaign, which is running live on its social media channels, seeks to engage with and spark conversations among a primarily millennial audience group.
Mahindra & Mahindra Ltd chief marketing officer group corporate brand Vivek Nayer tells Indiantelevision.com the like its previous two campaigns-‘Ladki Hath Se Nikal Jaegi’ and ‘Celebrate Differently’-the ‘Nurture your curiosity campaign’ is a specimen of its walk the talk philosophy.
He says, “Most brands just talk the talk but Mahindra believes in walking the talk first. We first perform ourselves and then ask people to join us. If you look at the ‘Ladki’ campaign, we have been associated with project ‘Nanhi Kali’ for a decade. Same with the ‘Tree’ campaign, we first planted 15 million trees, under our project ‘Hariyali’, and then we raised the topic with the public asking them to join us.”
Nayer further reveals that Mahindra has had a culture of nurturing curiosity for years and has been running several programmes to instate the value of innovation and ask important questions.
He mentions, “It’s a part of our DNA. We have many group programmes to nurture curiosity. For example, we have a programme called ‘shadow board’. It consists of a group of young people who work on a topic that they feel the organisation should tackle and every six months discuss it with the management community. We also run a ‘Campus War Room’ and send case lists to several B-school students to work upon.”
Nayer shares that the campaign is an extension of this very belief; shown through the eyes of a little girl, who asks some very simple but difficult to answer questions.
These four simple questions were put in the video after an extensive brainstorming done by a compact team including members from Nayer’s team and the associated agency’s. Nayer wanted the questions to stump people and have the ability to strike conversations and the agency worked around the brief to come up with suggestions and a list of 30-40 questions. The collaborative effort took around 3 months to come in shape in the form of a video, supplemented with a curiosity test from Harvard Business Review.
Speaking about the test, Nayer says, “The whole point of this test is to enable people to figure our their curiosity quotient. And it also becomes a bit of gamification, letting people come together to interact and strike conversations around curiosity & self-awareness. It helps one in understanding one’s own personality and say this is one area where I am doing better and where else I can work better.”
Nayer feels that the campaign will act as a starting point to the conversation around curiosity in the country, where people usually tend to suppress the inquisitive. “Kids here are often told to just listen to their parents or their teachers. Our education system is not based on asking questions or discovering unlike the western world where kids are taught to discover for themselves. We are still trying to figure out how to improve our education system. And that’s why we are working on this campaign.”
MUMBAI: Research shows that the influence of ‘curiosity’ enables breakthrough discoveries and remarkable innovations. In fact, the Mahindra Group’s own research shows that brand admiration and differentiation are primarily driven by innovation, there are ample and successful cases of innovation within the group. It is at the heart of everything the group does, consistently nurturing and enabling innovation with the aim of creating futuristic products and services that solve business and industry challenges. This insight forms the genesis of the latest Mahindra campaign #NurtureYourCuriosity, that is going live today.
Targeted at millennials, the campaign aims to inspire the youth to be curious and innovate, while also showcasing the group’s innovation focus. The campaign is activated through a film which is supported by a social media campaign, including the ‘Curiosity Test’ curated by Harvard Business Review. The campaign and microsite are live from today for a period of six weeks.
Commenting on the essence of the campaign, Mahindra & Mahindra Ltd chief marketing officer, group corporate brand Vivek Nayer 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 #NurtureYourCuriosity campaign will be strategically amplified on digital and social media platforms with content showcasing examples of innovation taking place within the Mahindra Group. The film will be promoted across YouTube, Facebook, Twitter, LinkedIn, and Instagram. The content syndication with the Harvard Business Review, will urge individuals to take the ‘Curiosity Test’ and understand their curiosity levels across five dimensions”, added Mr. Nayer.
HBR Group director Akila Balasubramaniyan commented, “Curiosity comes with questions and challenges status quo; the answer is sure to originate innovation of some form. Mahindra Group’s campaign #NutureYourCuriosity, aims to empower individuals to innovate and we are thrilled to support them in this journey. Through collaborative opportunities like these, we hope our content aides today’s millennials in understanding their innovation capabilities while also engaging in a meaningful dialogue with futuristic brands.”
MUMBAI: Mahindra Group, along with Project Nanhi Kali, aim to dispel the misconceptions around girl child education, by taking on a fresh view for the phrase with the campaign #LadkiHaathSeNikalJayegi. The campaign will go live today across all digital channels of Mahindra Rise. A number of surround activities are planned, to spread the word and create a movement to support the cause. These activities will celebrate women who have achieved greatness by taking that crucial first step.
Mahindra Education Trust senior vice president CSR and executive director Sheetal Mehta said, “With over two decades of experience in educating girls, Project Nanhi Kali has sufficient evidence that education is the only tool which enables girls to rise from a life of poverty, and go on to live a life of dignity. The objective of this campaign is to change attitudes towards girls, by giving a positive perspective to the phrase #LadkiHaathSeNikalJayegi. We hope that every Indian citizen, will not only view this film, but also help spread awareness and contribute to this worthy cause.”
Commenting on the same, Mahindra Group chief marketing officer, group corporate brand Vivek Nayer added, “Mahindra is a socially responsible and trusted brand but with our RISE philosophy, we not only want to do good in the community, but also aim to inspire others to do good in order to drive societal change. This is the heart of Mahindra’s ‘Rise for Good’ campaigns. With the #LadkiHaathSeNikalJayegi campaign we’re turning this phrase on its head into a message of positive empowerment for girl child education and their ensuing success.”
The Mahindra team conducted a detailed social media listening exercise on social issues. Not surprisingly, girl child education was among the most talked about issues online. Furthermore, focus group discussions highlighted that:
1. It was a common desire among parents to be protective of the daughter. Even working mothers felt the need to restrict their daughters’ movements
2. Men often self-appointed themselves as protectors of women
3. Even today, there is an accepted belief that certain jobs are for women, and certain jobs aren’t
The film has been conceptualised keeping these insights in consideration. A semi-urban setting was chosen for the film to ensure relatability, given that these beliefs exist not just in rural India, but also in cities.
FCB Interfacechief creative officer Robby Mathew added, “This film is an ode to the unsung heroes, who reject our society’s patriarchal mindset and encourage their daughters to fly. It is a celebration of a girl child’s dreams and her father’s determination to make it happen. It changes the meaning of this often-used phrase ‘Ladki Hath Se Nikal Jaayegi’ and instead uses it to make a case for putting her destiny back into her own hands.”
Since 1996 project Nahi Kali has empowered over 350,000 girls including 153,999 girls in this past year alone. This massive undertaking was made possible thanks to over 4,560 community associates who tutor our Nanhi Kalis for two hours every day, six days a week through the year, working across 5,262 Academic Support Centres in remote, tribal and rural pockets, as well as urban slums in 11 states of India.
MUMBAI: ET NOW, a leading business news channel, organised the 3rd India Economic Conclave themed, ‘The Big Leap’ in partnership with Bennett University and Boehringer Ingelheim, in New Delhi on Friday. The event will be made into a series of episodes that will air on ET NOW.
The eventful evening saw top minds debating and conversing about topics like, ‘The Quick Fix’ – where India’s top bureaucrats deliberated on the top 10 quick fixes for the economy; ‘Putting India First – The 10 Point Agenda’ – a power packed panel comprising of India’s policymakers and corporate India; ‘The Plenary Sesion – The Big Leap’ – A fireside chat between Arun Jaitley, Minister of Finance, Jeff Immelt, Chairman & CEO, GE and Anand Mahindra, Chairman, Mahindra Group.
Times Network MD and CEO MK Anand said, “The historic changes in the global and national socio-economic environment demanded some really deep discussion and our speakers were probably the best, being key decision makers themselves.”
Finance minister Arun Jaitley said, “When a currency replacement takes place, inconvenience is bound to happen at the start. And every honest man felt he had no reason to worry because of demonetisation. India is becoming aspirational day by day. For job creation, we will have to create a blend of manufacturing sector with the informal sector. We are making India a global manufacturing hub. Recently we made GST look small and that are the kind of reforms India is going towards.”
MoS power, coal and renewable energy Piyush Goel said, “We have to create an ecosystem where people are happy to make new investments. Demonetidation is providing equal opportunity to all people.”
MoS (independent charge), ministry of commerce & industry Nirmala Sitharaman said, “We are talking about creating space in logistics, and government is investing in developing skilled employment.”
GE chairman and CEO Jeff Immelt said, “From a business point of view, the future lies in the interplay of data and analytics, and India is suitably poised to ride that wave in the next five to 10 years.”
Other eminent speakers included Mahindra Group chairman Anand Mahindra, Bharti Enterprises chairman Sunil Mittal, Infosys chairman R Seshasayee, Flipkart co-founder Sachin Bansal, power secretary P K Pujari, Coal secretary Anil Swarup, DIPP secretary Ramesh Abhishek, and Department of Economic Affairs secretary Shaktikanta Das.
MUMBAI: ET NOW, a leading business news channel, organised the 3rd India Economic Conclave themed, ‘The Big Leap’ in partnership with Bennett University and Boehringer Ingelheim, in New Delhi on Friday. The event will be made into a series of episodes that will air on ET NOW.
The eventful evening saw top minds debating and conversing about topics like, ‘The Quick Fix’ – where India’s top bureaucrats deliberated on the top 10 quick fixes for the economy; ‘Putting India First – The 10 Point Agenda’ – a power packed panel comprising of India’s policymakers and corporate India; ‘The Plenary Sesion – The Big Leap’ – A fireside chat between Arun Jaitley, Minister of Finance, Jeff Immelt, Chairman & CEO, GE and Anand Mahindra, Chairman, Mahindra Group.
Times Network MD and CEO MK Anand said, “The historic changes in the global and national socio-economic environment demanded some really deep discussion and our speakers were probably the best, being key decision makers themselves.”
Finance minister Arun Jaitley said, “When a currency replacement takes place, inconvenience is bound to happen at the start. And every honest man felt he had no reason to worry because of demonetisation. India is becoming aspirational day by day. For job creation, we will have to create a blend of manufacturing sector with the informal sector. We are making India a global manufacturing hub. Recently we made GST look small and that are the kind of reforms India is going towards.”
MoS power, coal and renewable energy Piyush Goel said, “We have to create an ecosystem where people are happy to make new investments. Demonetidation is providing equal opportunity to all people.”
MoS (independent charge), ministry of commerce & industry Nirmala Sitharaman said, “We are talking about creating space in logistics, and government is investing in developing skilled employment.”
GE chairman and CEO Jeff Immelt said, “From a business point of view, the future lies in the interplay of data and analytics, and India is suitably poised to ride that wave in the next five to 10 years.”
Other eminent speakers included Mahindra Group chairman Anand Mahindra, Bharti Enterprises chairman Sunil Mittal, Infosys chairman R Seshasayee, Flipkart co-founder Sachin Bansal, power secretary P K Pujari, Coal secretary Anil Swarup, DIPP secretary Ramesh Abhishek, and Department of Economic Affairs secretary Shaktikanta Das.
MUMBAI: Nestlé India has changed the packaging of its iconic brands, Maggi, Nescafe and Kitkat to support girl child education in association with Nanhi Kali, an NGOs imparting education to underprivileged girl children across India.
In an attempt to spread awareness about this crucial issue, Nestlé has changed packaging of 100 million packs available on shelves till September-end.
Project Nanhi Kali was initiated in 1996 by the K. C. Mahindra Education Trust (KCMET) with the aim of providing primary education to underprivileged girl children in India.
The changes include, Maggi’s tagline going from ‘2 minute noodles’ to ‘2 minutes for education,’ Kitkat’ to ‘No break from education’, and Nescafe changed the tagline to ‘It all starts with education.’ This has been further reinforced with a blue band which carries more information on the association with ‘Nanhi Kali.’
Nestlé India MD and chairman Suresh Narayanan said, “Each time a consumer picks a pack, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. We are changing the packaging of three of our most iconic brands to sensitize and draw attention to the crucial need for society.”
Mahindra Group chairman Anand Mahindra added, “This is a path-breaking and innovative partnership between Nestlé India and a non-profit organisation.”
The partnership with Nanhi Kali further strengthens the Nestlé Healthy Kids Programme which has already reached out to about 1,00,000 beneficiaries. Project Nanhi Kali, jointly managed by K. C. Mahindra Education Trust and Naandi Foundation, has been a credible programme.
MUMBAI: Nestlé India has changed the packaging of its iconic brands, Maggi, Nescafe and Kitkat to support girl child education in association with Nanhi Kali, an NGOs imparting education to underprivileged girl children across India.
In an attempt to spread awareness about this crucial issue, Nestlé has changed packaging of 100 million packs available on shelves till September-end.
Project Nanhi Kali was initiated in 1996 by the K. C. Mahindra Education Trust (KCMET) with the aim of providing primary education to underprivileged girl children in India.
The changes include, Maggi’s tagline going from ‘2 minute noodles’ to ‘2 minutes for education,’ Kitkat’ to ‘No break from education’, and Nescafe changed the tagline to ‘It all starts with education.’ This has been further reinforced with a blue band which carries more information on the association with ‘Nanhi Kali.’
Nestlé India MD and chairman Suresh Narayanan said, “Each time a consumer picks a pack, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. We are changing the packaging of three of our most iconic brands to sensitize and draw attention to the crucial need for society.”
Mahindra Group chairman Anand Mahindra added, “This is a path-breaking and innovative partnership between Nestlé India and a non-profit organisation.”
The partnership with Nanhi Kali further strengthens the Nestlé Healthy Kids Programme which has already reached out to about 1,00,000 beneficiaries. Project Nanhi Kali, jointly managed by K. C. Mahindra Education Trust and Naandi Foundation, has been a credible programme.
August 21, 2013, Mumbai: Hootsuite, the leading social media dashboard to manage and measure social networks, has included Anand Mahindra, Chairman, Mahindra Group, in its list of ‘5 Non-Tech CEOs Using Social Media to Drive Business Results’ (http://blog.hootsuite.com/ceos-using-social-media/).
Hootsuite had the following to say about Mr. Mahindra’s Twitter handle (@anandmahindra), which has over 8,00,000 followers:
“With over 844,000 Twitter followers, Anand Mahindra is undoubtedly influential in the social space. Mahindra’s Twitter feed is an engaging mix of business and pleasure, and of broadcasting and engagement. Yes, he posts about his company, but he also posts inspirational quotes, he posts about cinema, and he even posts about American politics. He shares his thoughts and passions, and retweets and shares the messages of those who engage with him on those topics. Mahindra is a great example for executives to follow as he is one of the rare CEOs that publicly shows his true colors. Followers love him for it.
So how does Mahindra’s social media activity help drive business results? Mahindra is an Indian company that isn’t necessarily a household name in North America or even Western Europe. With each post, Mahindra is working to change that. He puts out content that is valuable or entertaining to people anywhere in the globe, and in doing so he has attracted a global audience. Those loyal followers are exposed to the Mahindra brand and business along with all the rest of the content, helping to boost the company’s international presence. Being personable helps Mahindra himself, as well as his business, have global appeal.”
The Top 5 executives on the list include:
1. Richard Branson, Founder and Chairman, Virgin Group
2. James Caan, CEO & Founder, Hamilton Bradshaw, a private equity firm in the UK
3. Anand Mahindra, Chairman and Managing Director, Mahindra Group
4. Doug Conant, Chairman of the Avon board of directors, former CEO of Campbell’s Soup
5. Peter Aceto, CEO of ING Direct
