Mahindra BE

Electrify new audiences with a revolutionary new EV brand.

Mahindra

Mahindra is one of India’s most established automotive players, known for their tough, terrain-ready ICE vehicles. But with the worldwide adoption of EVs gaining momentum, they set their sights on a new kind of future. One shaped by urban energy, digital fluency and rising aspirations. They needed more than another car.


BE was our answer. Urban. Forward-thinking. A born-electric brand with global ambition, designed to resonate with a new generation of drivers. A full statement of intent. A brand with personality, presence and purpose.


We built BE from the ground up. Strategic positioning. Customer segmentation. Brand identity. Logo. Sonic branding. CGI. Motion. Campaign creative. A new identity that breaks from the past and speaks directly to tomorrow. And a full-scale launch that took BE from concept to production.

A bold new brand for a bold new generation. We helped Mahindra flip the switch on India’s EV scene with unapologetic energy and edge.

Ambition to action.

Views of launch event.

2.3m

Likes of launch video.

22K+

New vehicles.

A brand rooted in individuality and fearless expression. One that stood apart from Mahindra’s combustion-engine legacy and its competitors alike.

A female lead drove the launch campaign, quietly subverting expectations in India’s male-dominated auto space. Bold brand. Distinct audience. Designed for now.

The BE logo sets the tone. It’s about about being more. Expressing freely. Challenging convention. Designed with bold geometry and stripped-back confidence.

We brought BE to life as something totally new. A brand designed to disrupt. Electrifying in look, attitudinal in voice. 

To get under the skin of the brief, we had to go beyond the studio.


In Mumbai, we immersed ourselves in the lives of future BE drivers, watching how they moved, shopped, socialised. In Chennai, we test-drove Mahindra’s EVs to feel the product in motion. This real-world understanding shaped our direction and sharpened our approach.


Side-by-side. Hand-in-hand. We communicated with Mahindra’s brand and sales teams in India almost daily. We also worked closely with Mahindra Advanced Design Europe (MADE) and Pratap Bose —Chief Design and Creative Officer and one of the most respected names in automotive design — to translate car philosophy into brand experience.

Hands on. All in. 

We get great work over the line. Every time. At the 2023 Transform Awards, Mahindra BE swept the board with three wins:

Silver for Best visual identity from transport sector

Bronze for Best visual identity from automotive sector

Highly commended for Best naming strategy

We won these for Mahindra. Amplifying their reputation. Sharpening their edge.

We win awards. For our clients.

Global Chief Design Officer, Mahindra Automotive

Pratap Bose

2.3 million people tuned in to the global BE launch. The hero film pulled in 22,000 likes and sparked real conversation. A concept brand became a production reality. With a visual identity built to turn heads, a campaign led by a standout protagonist, and a strategy designed to shift perceptions. BE now stands as a bold new presence in India’s EV market. Built for ambition. Engineered for what’s next.

No fluff. Real results.

Bringing brains to brawn.

Mahindra OJA

Making history with a record-breaking EV brand.

Mahindra EV

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Schedule a discovery call with our award-winning team to see how we can transform your brand vision into reality.

Mahindra

Electrify new audiences with a revolutionary new EV brand.

Ambition to action.

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