Mahindra appoints Qais as its Digital Agency

Singapore based agency to help build brand Mahindra and its brand positioning 'Rise'.

BestMediaInfo Bureau | Delhi | July 13, 2011

Mahindra has appointed Qais Consulting as its Digital Agency of Record to help build brand Mahindra and its brand position, expressed by the word 'Rise' as a part of the group's ambition to be a major global player.

Mahindra is a US$12.5 billion multinational group with more 119,000 employees in 100 countries around the world.

“Mahindra's new brand positioning is simply Rise. It was based on the insight that since our founding in 1945, we have focused on more than building factories, tractors or cars; we have been building capabilities and helping people to turn dreams into realities. Rise expresses that notion at its heart, and is made up of the three pillars that are our foundational principles: Accepting No Limits, Alternative Thinking, and Driving Positive Change,” said B. Karthik, General Manager of the Corporate Brand Council at Mahindra.

“Rise is more than a slogan. It is, in fact, nothing less than a business transformation process that is fundamentally changing the way we operate.

“Digital communication is at the heart of this process, and so we needed a digital agency that could help us define a communications strategy, plan both the functional and content streams, and execute that plan. Qais Consulting provided the strongest case in each of these areas."

“Specifically, they have helped us to map out three communication streams. The first is the rise blog at http://rise.mahindra.com/, together with its associated social media channels, in which overall communications and examples (both within Mahindra and from the world at large) are show cased."

“The second is the development of our flagship program, in which we help foster the implementation of Rise projects by leveraging both Mahindra resources and those of the community at large."

“Finally, the third stream is for employees to embrace this positive change. Qais is working on an internal employee engagement program which involves employees and teams pledging to improve specific areas within both their personal and working lives.”

Qais Consulting has been engaged as the overall strategic planner, digital asset creator and application developer for each of the three streams, as well as managing brand-level social media properties.

“From the day we heard about Rise, we were hooked”, said Tripti Lochan, CEO of Qais Consulting. “It is an amazing idea, with so many positive benefits that will flow for all stakeholders as each stream rolls out. We are honored to have been chosen as the digital partner for this initiative."

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