After the launch of its new brand position – expressed by the word “Rise” – in January 2011, the $12.5 billion Mahindra Group on August 11, 2011, announced the launch of a multi-media movement which seeks to inspire and empower people across India to shape their own future. It consists of Spark the Rise, a movement, which aims to drive positive change, and an inspiring Rise thematic TVC, which will hit TV screens in India on August 12, 2011.
As announced by Mahindra at the time of the new brand repositioning in January, the Group intends to invest Rs 120 crore over three years, in activities related to building the new brand position.
As announced by Mahindra at the time of the new brand repositioning in January, the Group intends to invest Rs 120 crore over three years, in activities related to building the new brand position.