Mahindra & Mahindra has unveiled its new visual identity that aims to differentiate its SUV portfolio. Introducing a new logo as a part of the launch, the new identity will also be communicated through a digital and television campaign – Explore The Impossible. Actor Naseeruddin Shah has lent his voice to the film while music composers Ehsaan-Loy have created the music.
The brand identity exercise was exercised by the Mahindra design team while the campaign has been created by The Womb.
Rajesh Jejurikar, executive director, auto and farm sector, Mahindra & Mahindra, said, “An important facet of leading change is articulating the transformation of our brand. Our new visual identity is a manifestation of what we stand for as we build a truly differentiated and authentic SUV brand for personal exploration and adventure. This new visual identity is designed to evoke the powerful emotion of freedom.”
Added Veejay Nakra, CEO, automotive division, Mahindra & Mahindra, said, “It’s not only a new logo but a representation of the rejuvenated spirit at Mahindra. What better platform than the new XUV700 to showcase it to the world. The visual overhaul of our identity will be carried in a phased manner across our SUV nameplates, and across virtual and physical touch-points where our customers interact with us.”
Pratap Bose, EVP and chief design officer, Mahindra & Mahindra, said, “The idea behind visual identity change is to express that liberating feeling, that you can go where you want, when you want – in complete style, control and security, taking your world with you. It brings a fresh dynamism as an exciting new era unfolds. The 2M’s within the logo symbolize an expansive and exciting future which is based on a solid heritage.”
Narration: Naseeruddin Shah
Creative agency: The Womb
Creative agency team: Kawal Shoor, Navin Talreja, Suyash Khabya, Gunjan Gaba, Heval Patel, Omkar Kulkarni
Director: Sachin Kotre
Production house: Colage Communication
Producer: Jhelum Ratna
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