M & M's new umbrella brand - "Rise"

Thursday 20 January 2011, 00:00 AM by Vikas Yogi

Mahindra & Mahindra, the largest utility vehicle maker in the Indian market, has decided to use 'Rise' as the new brand motto and it will invest about Rs 120 crore to promote the new initiative over the period of next three years. As per the company, the new brand has been created to communicate with one brand voice, one face and one 'Mahindra' core purpose.

As per a statement given by M&M Vice- Chairman and Managing Director Anand Mahindra, "For Mahindra, 'Rise' means achieving world class standards in everything we do, setting new benchmarks of excellence and conquering tough global markets."

To create the new brand positioning, M&M had hired New York-based advertising agency StrawberryFrog in year 2009. "We strongly believe that the Mahindra brand epitomizes what our customers want -a company that empowers them to 'Rise'," said Mr. Mahindra.

Besides being the leading utility vehicle maker in India, the Mahindra Group also operates in a range of automotive sectors such as two-wheelers and electric vehicle. With this, Mahindra is among the top tractor makers in the world. Moreover, the group has also expanded its foot prints in the IT sector by acquiring Satyam Computer Services that is now known as Mahindra Satyam.

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