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Tag: Vivek Nayer

  • Mahindra Urges People to #CutTheCrapwith its new campaign

    Mahindra Urges People to #CutTheCrapwith its new campaign

    Mumbai: 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. Social listening revealed Environment to be among the top three concerns for millennials. More specifically, inadequate waste management and the damage from single use plastic usage emerged as the biggest worries. These key insights drove the Mahindra Group to launch its new #CutTheCrap campaign.

    The campaign has been launched with afilmthat goes live today. Itequates the problemscaused by single use plastic bags to weapons of mass destruction. The film shows that a non-recyclable plastic bagchokes and clogs our oceans and landfills, and has very detrimental consequencesfor the environmentnow and over the long term. 

    A part of the#RiseForGood communication series, #CutTheCrap aims to alert viewers about the damaging effects of plastic and other forms of non-recyclable wasteand exhorts them to inculcate smart waste management practices. In the past, Mahindra has brought attention to social issues like girl child education and deforestation as part of the series. 

    Highlighting the purpose behindthis new campaign, Vivek Nayer, Chief Marketing Officer, Group Corporate Brand, Mahindra & Mahindra Ltd. 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 sensitize people but to also enable them towards behaviour change.” 

    Robby Mathew, Chief Creative Officer, FCB Interface said, "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."

    This 360-degree campaign includespromotion across digital and social media, supported by select television and print media. Digital teasers have gone live ahead of today’s launch. The campaign will also include creatives to enable people to reduce, reuse and recyclewaste, combined with celebrating change makers. The campaign will also include content-based engagements to highlight the significant waste management efforts at Mahindra Group companies which are setting new industry benchmarks. To enable people to take action on the ground in the area of waste management, the company has identified and associated with specialized NGOs, log on to http://bit.ly/SiteCutTheCrapfor more details

    In fact, 2019 marks a decade of commitment to the cause of Sustainability by the Mahindra Group. Some noteworthy milestones include:
    –    1.4 lac tonnes of waste was reused, composted and recycled in 2018, which accounts for 80% of the total waste being generated 
    –    Last year, Mahindra had 5 out of only 7 Zero-Waste-to-Landfill (ZWL) factories in the world with >99% diversion of waste (certified by Intertek). Today we have 9 ZWL plants, 1 Research Facility (MRV, Chennai) and 1 Club Mahindra Resort (Virajpet), with many more on the way. 
    –    Additionally, the Bio CNG facility in Mahindra World City, Chennai is converting 100% of wet waste to power run CNG and vehicles within the city 
    –    CERO, a JV between Mahindra Accelo and the Metal Scrap TradeCorporation Limited (MSTC) is India’s first authorized vehicle recycling facility that is focused on safely disposing of cars at the end of their lifecycle.
    –    Mahindra employees have disposed of single use plastic responsibly by being part of the Group's plastic disposal drive (2100 kgs so far in 2019, 1,700 kgs in 2018).
    –    Mahindra employees participate in periodic clean-up drives held across the country, covering public areas such as railway stations, beaches, schools, etc.
    –    Tech Mahindra has stopped using plastic bottles in all its campuses across the world and the remaining Mahindra group companies are doing the same
    –    Plastic in packaging is steadily being reduced and the proportion of recycled plastic is increasing where there is no alternative to plastic yet

    Agency details:
    •    Chief Creative Officer – Robby Mathew, FCB Interface
    •    Group Creative Director – Ferzad Variyava, FCB Interface
    •    Film Production House – Adventure Films
    •    Director – Alok Kulkarni
     

  • Mahindra believes in walking the talk first: CMO Vivek Nayer

    Mahindra believes in walking the talk first: CMO Vivek Nayer

    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.”

  • Mahindra Group launches #NurtureYourCuriosity campaign centered on innovation

    Mahindra Group launches #NurtureYourCuriosity campaign centered on innovation

    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.”

  • Mahindra Group launches ‘Rise Up – Anthem for the Girl Child’

    Mahindra Group launches ‘Rise Up – Anthem for the Girl Child’

    MUMBAI: The Mahindra Group and ‘Project Nanhi Kali’ marked the National Girl Child Day with the launch of ‘Rise Up – Anthem for the Girl Child’. The anthem is an offshoot of #LadkiHaathSeNikalJayegi campaign of the brand and presents it in an all-new avatar.

    Conceptualised by 22feet Tribal Worldwide, the anthem has been created Mahindra Group and Project Nanhi Kali in collaboration with artists Deepa Unnikrishnan, aka Dee MC and Simi Talsania. The anthem has gone live today across all digital channels of Project Nanhi Kali and Mahindra Rise and will be reinforced through the social media pages of the two artists.

    Mahindra & Mahindra Ltd CMO group corporate brand Vivek Nayer commented, “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.”

    Mahindra Group senior vice president – CSR and KC Mahindra Education Trust executive director Sheetal Mehta said, “Project Nanhi Kali has consistently communicated 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. Our campaign #LadkiHaathSeNikalJaayegi referred to the patriarchal attitudes towards girls which discouraged them from getting educated but gave a positive spin to the phrase, by linking their education to achieving their aspirations, to become self-reliant and independent women. Our TAG (teen age girls) report launched recently, in fact, revealed that 74 per cent girls wish to work after their studies, and have a specific career in mind. The Rise Up anthem will definitely open up the minds of girls and encourage them to be fearless in making unconventional career choices.”

  • Mahindra Group promotes girl child education

    Mahindra Group promotes girl child education

    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.

  • Photographer Atul Kasbekar back to promote Xylo’s new avatar

    Photographer Atul Kasbekar back to promote Xylo’s new avatar

    MUMBAI: SUV manufacturer Mahindra & Mahindra (M&M) announced the launch of its new television commercial (TVC) for the recently introduced model of its brand Xylo.

    While the TVC continues with the brand promise of ‘Time of your life’, it also aims to give a new dimension to Xylo’s first makeover.

    The commercial has been conceptualised by creative agency Interface Communications.

    The communication primarily focuses on the makeover and also highlights the changes in design and styling of the car.

    The commercial uses a car wash as a device to explain the makeover of the car.

    Fashion photographer Atul Kasbekar continues as brand endorser as he moves around town with his glamorous long legged models.

    M&M automotive division senior vice president – marketing Vivek Nayer said, “The creative idea of using a car wash to depict a make over reveals the stylish New Xylo in a fun and clutter breaking manner. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase.”

    Interface Communications national creative director Robby Mathew said, “Communicating the styling changes in a vehicle can become very literal and boring. Hence we took the idea of a visit to a car wash which cascades into a car makeover thus revealing the stylish new Xylo.”

  • Interface Communications creates M&M’s new campaign

    Interface Communications creates M&M’s new campaign

    Mumbai: SUV manufacturer Mahindra & Mahindra (M&M) has launched a new TVC for the recently launched new Xylo, conceptualised by Interface Communications.

    Fashion photographer Atul Kasbekar continues as brand endorser.

    The new TVC continues with the Xylo‘s brand promise of ‘Time of your life‘. It aims to give a whole new dimension to Xylo‘s first makeover.

    The communication focuses on the makeover as well and highlights the changes in design and styling of the Xylo.

    M&M VP – marketing, automotive division Vivek Nayer said, “The creative idea of using a car wash to depict a make over reveals the stylish New Xylo in a fun and clutter breaking manner. And as before, fashion photographer Atul Kasbekar and his models add to the trendy quotient. We are sure that the new campaign will motivate many customers to consider the stylish new Xylo in their next car purchase.”

    Interface Communications NCD Robby Mathew said, “Communicating the styling changes in a vehicle can become very literal and boring. Hence the idea of a visit to a car wash which cascades into a car makeover, thus, revealing the stylish new Xylo.”