Following Mahindra’s launch of its new brand position, 'Rise', in January 2011, the Group has announced the launch of a multimedia movement titled 'Spark the Rise', through which it seeks to inspire people across India to shape their own future. The new campaign supporting the movement is created by Strawberry Frog, and went on air yesterday.
Commenting on the movement and the new campaign, Anand Mahindra, vice chairman and managing director, Mahindra Group, said, “Rise is a simple call to action. We want to encourage people to be part of this movement and to engage with the idea of Rise - to think outside the box, to be inspired and ultimately to take action. A big idea often begins with a tiny spark of inspiration – a spark that can sometimes even ignite a revolution. Through Spark the Rise we seek to not only create a platform for ‘Sparks’ across the country to connect, collaborate and drive positive change but also lend financial support to the best ideas.”
“Spark the Rise is a platform where ‘Sparks’ can start projects and ‘Volunteers’ can get involved in them to help people to Rise. By funding outstanding projects, Mahindra seeks to empower Indians to take charge of the future. Spark the Rise also aims to promote a rich culture of initiative and innovation by bringing people together to work for change. We hope that all ‘Sparks’ – not just the ones who receive grants – will utilise this unique platform to promote ideas, motivate volunteers and raise funds for building a better India,” said Ruzbeh Irani, executive vice president, corporate strategy, chief brand officer, Mahindra Group and member of the group executive board.
Through Spark the Rise, Mahindra intends to create a digital platform for individuals, groups and organisations to submit project plans online at www.sparktherise.com. Visitors to the site can view projects to offer advice or get involved by volunteering or donating money and equipment. The Spark the Rise website will go live from 17 August, 2011.
The 60 second TVC shows people from different walks of life – from school children to green activists to factory workers to rock musicians to boxers, sitting on the ground, waiting for something to happen. People come to life halfway through the film, when one young schoolgirl rises, and in so doing inspires others around to rise up with her. This is followed by the boxer knocking out his opponent, the factory workers manufacturing high-technology products, a green activist inspiring a room to their feet, young people in a crowd celebrating freedom and a runner blasting through the finish line. The film ends with a voiceover that says, “There are those who accept things as they are and those who rise to change.”
The 30 second ‘Call to Action’ TVC will go on air on August 17, 2011, along with the launch of the Spark the Rise digital platform. It's an adaptation of the 60 second film.
WATCH the 30 second film now
Commenting on the movement and the campaign, Scott Goodson, chairman, Strawberry Frog, said, "Today, Mahindra launches the Rise movement. For any marketing campaign to go beyond being just ‘ads’ and generate something that can credibly be called a ‘movement,’ there must be a powerful and universal idea at the core. In this case, the idea of Rise is true to the legacy of Mahindra and the future for all those inside the company. It is true to the past and future of India, while being relevant to people around the world.”
Irani added, “The campaign emotionally and dramatically shows the power in a simple action—Rising. It focuses on the tension between accepting the status quo and the spark that can make a whole new world seem possible.”
Credits Agency: StrawberryFrog NY Executive creative director: Scott Goodson, Kevin McKeon Creative directors: Corinna Falusi, Todd Beeby Agency producer: John Garland Account director: Jake Baldridge Productions company: MJZ Director: Harmony Korine Executive producer: Eric Stern Producer: Laurie Boccaccio Director of photography: Anthony Dod Mantle Production company: MJZ Editor: Rick Russel, Sonejuhi Sinha, Viet-An, Nguyen Post production: Final Cut NY Music: Human Worldwide Advertiser's supervisor: Karthik, Ruzbeh Irani