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.
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.
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.
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.
We get great work over the line. Every time. At the 2023 Transform Awards, Mahindra BE swept the board with three wins:
We won these for Mahindra. Amplifying their reputation. Sharpening their edge.
Throughout the creative process, Dusted has been outstanding in its role, proposing multiple creative routes to execution and being able to maintain a wide overview while delivering very detailed design and communication solutions. The agility, flexibility and open mindedness shown by Dusted, is truly exemplary.
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.
Let’s build your brand edge.
Schedule a discovery call with our award-winning team to see how we can transform your brand vision into reality.
