Tuesday, June 07, 2011

RISE - Mahindra's New Positioning

Group Mahindra has come out with a new brand positioning called "RISE". This is their first ever exercise towards bringing together several businesses under one umbrella.

Very recently this brand campaign completed six months and I have been trying to understand what is it all about. Broadly Mahindra group is trying to revamp the way we live in four areas namely : Education, Health, Infrastructure and Transportation and Rural Empowerment.

Some other facts about Mahindra

1. World's largest tractor company in terms of Volume sold

2. Was founded in 1945 as a Steel Trading company

3. Tech Mahindra, one of the biggest IT companies also is a IT vendor for the AADHAAR project, Government of India's largest identity management program.

4. The credit for bringing the iconic Willys Jeeps to India also goes to Mahindra and Mahindra group only.

5. The word Rise is now part of the Mahindra's Logo.

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