Mahindra to spend Rs 120 cr in promoting new brand position

Mumbai, Jan 17 (PTI) Mahindra Group has decided tospend Rs 120-crore over the next three years towards promotingits new brand position - Rise.

This is the first time Mahindra as a Group which spanseverything from aerospace to automotive, from farm equipmentto IT and logistics, will communicate with one brand voice,one face and one ''Mahindra'' core purpose.

"The Group intends to invest Rs 120 crore over threeyears, in activities related to promotion of the new brandposition," Mahindra Group''s Vice Chairman and ManagingDirector, Anand Mahindra said while unveiling the new brandhere.

''Rise'' represents a new chapter in the history of 65year old Mahindra brand and seeks to communicate the new faceof this diversified federation of companies with itsincreasingly global ambitions.

For Mahindra, ''Rise'' means achieving world-classstandards in everything we do, setting new benchmarks ofexcellence and conquering tough global markets, Mahindra said.

Two years ago, Mahindra''s Corporate Brand Councilmandated Strawberry Frog, a New York based global advertisingagency, to undertake anthropological and semiotic researchacross India and around the world which enabled it to createthis unique positioning.

"Rise is a simple yet powerful verb which defines ourGroup and succinctly sums up the aspirations of ourstakeholders and employees. When we spoke to customers acrossthe world, all of them without exception expressed a strongsense of optimism about the future and shared a common desireto Rise, to succeed and create a better future for themselves,their families and their communities, Mahindra Group''sExecutive Vice President - Corporate Strategy, Chief BrandOfficer, Ruzbeh Irani said. .