In an attempt of shedding light on company’s focus to be makers of sophisticated and authentic SUVs, Mahindra & Mahindra has unveiled its new visual identity including a brand-new logo to differentiate its SUV portfolio. The new identity will be communicated through a digital and television campaign. Actor Naseeruddin Shah and music composers Ehsaan-Loy have lend their voice and music to the brand film.
Designed by Mahindra Design team, the new visual identity film has been conceptualised keeping the core brand thought in mind – Explore the Impossible. The film reveals the new identity of Mahindra in multiple terrains that remain unexplored and can be accessed by a sophisticated and authentic SUV. The film carries stunning visuals which are brought to life in the voice of Naseeruddin Shah as he narrates Mahindra’s focus on building authentic and sophisticated SUVs delivering unexplored experiences. Further, Ehsaan-Loy have created a unique soundtrack to enhance the visuals while also showcasing the brand’s futuristic mindset.
Talking about the idea behind the transformation, Rajesh Jejurikar, executive director, auto & farm sector, M&M, 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.”
Commenting on it, Veejay Nakra, said, chief executive officer, automotive division, M&M, 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, executive vice president and chief design officer, M&M, further added, “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 symbolise an expansive and exciting future which is based on a solid heritage.”
The new logo reflects the ambition and the ability to take new challenges, head on. The new visual identity will be seen throughout the SUV product portfolio, across 1300 customer (Sales) and service touchpoints and 823 cities by 2022. The ‘Road Ahead’ logo will be retained for the commercial vehicle products and the farm equipment sector. The new visual identity heralds the strategic shift across Mahindra’s SUV portfolio, where the brand is putting the building blocks in place for a new world with a range of authentic SUVs. With this transition, the passenger vehicle Mahindra Automotive dealerships will move to a completely new design and color palette dominated by colors that exude boldness, agility, and collaboration. Charcoal as the primary colour with grey and red to be used as accents.