Mahindra Rise has rolled out another leg of its campaign #TogetherWeRise to showcase an array of ways the brand aspires to bring about change in humanity and be a more reliable brand for its consumers. The campaign went live on 16 January 2023.
Brand authenticity is inevitable in today’s market environment as consumers are holding brands accountable for their responsibilities beyond their products or services.
Harping on this trust element, Mahindra Rise aims to showcase how its services will benefit the end consumer by featuring the future citizens of the world in its recent campaign.
Conceptualised by Ogilvy, the film is narrated by young children and depicts what they expect from brands to create a better future.
The film opens with a young girl's voice stating what her values are since she is going to be a consumer who will be investing in a brand. It then continues to show different children being vocal about their advocacy and what they expect from brands. Through these pure young voices, the brand aims to put a spotlight on an array of social issues. The protagonists in the film urge brands to give some of their revenue to the less fortunate, help women reach Mars and encourage them to employ sustainable practices to make the world a better place to live in.
The film also captures a scene where it puts the spotlight on equality and woman's empowerment. When a child says they want a man to reach mars, a girl’s narration intervenes stressing that it shouldn’t just be any person but a woman on mars. The girl in the film says ‘Do you agree that a woman is often the best man for the job?’ This spreads the message that women too can be pioneers and achieve path breaking milestones.
Driven by innovation and compassion, the campaign aspires to appeal to the masses and bring about change in society. It manifests a customer experience keeping relevancy as the core message. It illustrates the sentiments and rationales straight from the end consumers' mouths that will drive them to keep coming back to a brand for more.
Mahindra Rise, since its inception in 1945, has committed to the ‘Rise’ philosophy. To adhere to the current world we live in, the brand has revived its 'Rise' messaging by giving it a modern voice. Currently, Mahindra Rise is built on three core principles which are rise for a more equal world, rise to be future ready and rise to create value.
The recent leg of the #TogetherWeRise campaign beautifully embodies the brand's principles with a mission to take small steps in creating a better tomorrow. The three pillars serve as a blueprint for the brand to be future-ready, serve its consumers and create a better place for all.
Through a collaborative effort with its consumers, the brand creatively showcased how it aspires to propagate conscious shopping and hold itself accountable without being too preachy about its offerings.