Spark the Rise with Mahindra: Indian MNC to leverage movement marketing to drive positive change

After the successful launch of its new brand position ' expressed by the word "Rise" ' in January 2011, the US $12.5 billion Mahindra Group today announced the launch of a multi-media movement which seeks to inspire and empower people across India to shape their own future. It consists of Spark the Rise, a movement which aims to drive positive change, and an inspiring Rise thematic TVC which has hit TV screens in India recently.

This ambitious and provocative campaign was developed by a global team (more than 10 nationalities were involved in the creation of the work) spearheaded by Mahindra, cultural-movement agency, StrawberryFrog and award-winning filmmakers Harmony Korine and Anthony Dod Mantle. It will launch in stages, beginning immediately with innovative digital efforts aimed at building a cultural movement from the ground up, using digital, offline and on-ground media. A major new television commercial (Rise thematic film) as well as press and online advertising will all coalesce to create a sense of a vibrant global movement.

"Rise is a simple call to action. We want to encourage people to be part of this movement and to engage with the idea of Rise - to think outside the box, to be inspired and ultimately to take action. A big idea often begins with a tiny spark of inspiration ' a spark that can sometimes even ignite a revolution. Through Spark the Rise we seek to not only create a platform for "Sparks' across the country to connect, collaborate and drive positive change but also lend financial support to the best ideas," said Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.

"Spark the Rise is a platform where "Sparks' can start projects and "Volunteers' can get involved in them to help people to Rise. By funding outstanding projects, Mahindra seeks to empower Indians to take charge of the future. Spark the Rise also aims to promote a rich culture of initiative and innovation by bringing people together to work for change. We hope that all "Sparks' ' not just the ones who receive grants ' will utilise this unique platform to promote ideas, motivate volunteers and raise funds for building a better India," said Ruzbeh Irani, Executive Vice President - Corporate Strategy, Chief Brand Officer - Mahindra Group and Member of the Group Executive Board.

Through Spark the Rise, Mahindra intends to create a digital platform for individuals, groups and organisations to submit project plans online at www.sparktherise.com. Visitors to the site can view projects to offer advice or get involved by volunteering or donating money and equipment.

The site also features a Discussion Board which is a place to spark conversations about how to help India Rise. Visitors can share ideas, pose questions, ask for advice, field a debate on current issues or participate in an existing conversation.