Mahindra redefines its purpose with #TogetherWeRise
Mahindra Group, the global giant of Indian origin, has completed 70 years of growth and success. Their rich heritage and experience have given them a unique insight into progress that challenges conventional thinking. In a world where businesses stand at the crossroad of a choice between profit and purpose, the Mahindra Group has adopted a union of the two principles as its core value – Rise.
Under the guidance of its leaders Mr. Anand Mahindra and Dr Anish Shah, Mahindra has decided to redefine its purpose to #TogetherWeRise. It signifies their unwavering belief that whatever is good for the world, is good for business. What creates value, also creates profit. What enriches the planet, can enrich the company too.
The origin of the Rise philosophy comes from the 1945 print ad, released by Mahindra, on the brink of India’s independence. It mentioned no product or service. Instead, it listed fundamental principles with which the company would operate. The principles laid out then still form the bedrock of the Mahindra Group’s purpose, “Rise.”
To bring alive the refreshed philosophy, the company has rolled out a communication campaign across print and broadcast media over the next few weeks. The message is conveyed through this hard-hitting communication that Ogilvy India has helped put together and which is relevant to every viewer.
This new corporate film, envisioned by Ogilvy, has a beautiful message for every business delivered by the customers of the future. Composed in the form of a poetry, it holds a powerful business strategy that can help companies grow, just like Mahindra aims to, in the future.