It’s not every day you get to launch a new automotive brand, but earlier this year we did just that as the new ‘born electric’ range of SUVs from Indian car giant Mahindra & Mahindra was revealed to the world.
Mahindra unveiled their new electric ‘BE’ brand at a global launch event in the summer – their charge (literally) to become a leader in electric mobility in their home market. Our challenge was to create an audacious new brand, bringing to life a bold, contemporary, and groundbreaking proposition and visual language that would engage young, dynamic, aspirational, and worldly-minded buyers.
The brand spirit for ‘BE’ was built on a ‘fearlessly audacious’ attitude with visual language based on the creative theme of ‘electrifying energy’. This was brought to life through neon colours, lights, and graphics to generate a striking look and feel. An important element of this visual treatment was accomplished using models – selected to compliment the products themselves (which only existed as concept cars) and encapsulate the tone and expression that the brand needed to convey.
A week-long studio shoot was undertaken to capture both photography and video, with part of the session taking place in the Mahindra design centre. This saw us ‘on set’ with over a million pounds worth of concept cars, interior ‘buck’, models, stylists, crew, and minders.
Pratap Bose, Global Chief Design Officer of Mahindra Automotive commented on the success of the brand:
“Throughout the creative process, Dusted has been outstanding in its role in understanding and then re-defining the brief, proposing multiple creative routes to execution and being able to maintain a wide overview while delivering very detailed design and communication solutions.”
Of the launch itself, Bose highlighted the challenges of delivering for a considerably wide audience across a myriad of channels:
“They were able to engage with our company at multiple levels and across multiple stakeholders and functions to deliver solutions and strategies that always kept the product and communication at the heart of everything we did together. Dusted also worked across a wide range of digital and physical media to create a truly breathtaking end-to-end campaign in the run up to the product reveal this summer. The agility, flexibility and open mindedness shown by Dusted, is truly exemplary.”
The event was streamed live from the new Mahindra Advanced Design Europe (MADE) design centre on the Mahindra campus in Oxfordshire – a facility shared with the Mahindra Formula E racing team