Mahindra set out to spark a movement. Building India’s first ground-up electric vehicles to lead the country’s shift to EV.
Mahindra set out to spark a movement. Building India’s first ground-up electric vehicles to lead the country’s shift to EV.
Mahindra & Mahindra is a multinational $30bn group leading in sectors from agriculture to aerospace. Its automotive arm is the number one Indian SUV brand, known for vehicles made to last. But a new race was on. Global demand was moving from internal combustion to electric. And in a market where charging infrastructure is still in its infancy, Mahindra wanted to set the pace.
Their vision was clear. Launch an electric brand to inspire pride, spark adoption and redefine what an Indian-built vehicle could be. These models were purpose-built EVs, conceived to compete on desirability, technology and design.
We created the EV brand architecture, defined propositions for the BE and XUV ranges, and named the tech platforms that power them – INGLO for hardware, MAIA for software. Identities, in-car experiences, sonic branding, launch strategy and campaign assets followed. From concept to production line to showroom, we built a brand presence that put Mahindra at the forefront of India’s EV movement.
Backed by demand from day one. A launch that turned heads and moved fast.
The billion-dollar proof that Mahindra’s EV vision landed at scale.
A nation-wide benchmark. Rewriting the record books and setting the pace.
We went all in, working side by side with Mahindra’s C-suite, engineers and designers, mapping the innovation process from the factory floor to the final reveal – a game-changing challenger brand able to stand shoulder-to-shoulder with Tesla, Audi and VW. A proudly Indian marque with global confidence. Complete with strategic positioning, naming systems, architecture, and activation across every channel, accelerating Mahindra’s EV future.
We drew a sharp line between past and future with a new EV identifier. The Infinite Possibilities logo. A bold mark of ambition and difference.
We created a brand architecture that split the EV proposition from the overall Automotive one, while retaining the strength of the Mahindra name. This separation unlocked new creative and messaging possibilities, positioning it as Indian-first with global ambition. Under this new identity, we built propositions, target audiences, tone of voice and visual systems for each model, with detailed buyer personas driving every decision from launch to market activation.
Mahindra is India's fastest growing eSUV community.
The EV story unfolded in stages, from the BEV concept reveal in Banbury to unveiling the brand mark and vision at Futurescape 2023, and the full production launch at Unlimit India 2024. Alongside these flagship events, we shaped the brand experience end-to-end, briefing legendary Indian composer A.R. Rahman on the sonic identity, reimagining dealership spaces, creating immersive test drives, and exploring new routes to market. Every moment built anticipation and momentum.
Through research and on-the-ground insight, we identified a fast-growing audience in India’s expanding middle class. A multimillion-strong generation with rising disposable income and appetite for innovation.
So, we built a creative language around electrifying energy and Infinite Possibilities, signalling the shift to EV while amplifying Mahindra’s design and technology leadership. By tapping into deep national pride and a hunger to showcase India’s capabilities on the world stage, we positioned the brand to lead the category it created.
Our research revealed the cars’ in-cabin entertainment and controls outperformed what most people had at home, from Harman Kardon x Dolby Atmos audio to intelligent lighting and climate systems.
This opened the door to positioning Mahindra EVs as complete lifestyle and entertainment spaces, closer to consumer tech than traditional automotive. Drawing on influences from electronics, fashion, leisure and entertainment, we built a young, modern brand with electric energy at its core.
We designed the brand to be felt as much as seen, crafting every visible and invisible element. Car identifiers, in-car experiences, sonic branding, campaign expression. All shaped to reflect the car design philosophy. A brand that lives seamlessly across film, photography, launch events, global campaigns and beyond.
We created a unified architecture for Mahindra’s electric future, connecting its EV technology (INGLO), digital experience (MAIA) and every vehicle range. Each was given its own identity, naming, proposition and product design language, working together as one seamless ecosystem.
Our work with Mahindra was fully immersive, engaging every level of the organisation, from the CEO and leadership team to the Global Chief Creative Officer and President of Automotive Technology & Product Development.
We collaborated daily with their in-house marketing team, building creative alignment at speed. In India, we went deeper still: cultural safaris, development lab tours, hands-on test drives, and direct sessions with engineers. Every conversation, every experience, sharpened our understanding of the innovation driving Mahindra’s EV range.
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.
The Mahindra EV launch made headlines at home and abroad. Over 2 million views on the 2022 concept reveal video, 300 million TV impressions from teaser ads in 2024, and coverage in AutoCar, TopGear and more.
Pre-orders topped 30,000 in one day, worth over $1bn. Within 70 days of launch, 10,000 vehicles were delivered. Q1 FY26 revenue exceeded $315m, with EVs reaching 8% penetration in Mahindra’s SUV sales versus the 5.6% industry average. The brand’s success also unlocked new ongoing collaborations across Mahindra’s automotive and agricultural divisions.
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