Mahindra EV

Making history with a record-breaking EV brand.

Mahindra

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.

Mahindra set out to spark a movement. Building India’s first ground-up electric vehicles to lead the country’s shift to EV.

Ambition to action.

Backed by demand from day one. A launch that turned heads and moved fast.

Day-one bookings.

The billion-dollar proof that Mahindra’s EV vision landed at scale.

Day-one sales.

$1bn

A nation-wide benchmark. Rewriting the record books and setting the pace.

Indian record for EV sales.

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.

Immersed from day one.

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.

A signal of intent.

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.

A brand with its own charge.

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.

From reveal to road.

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.

Electrifying a new market.

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.

Shaping a lifestyle.

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.

Every cue considered.

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.

A new architecture. A new attitude. 

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.

All in. Together.

Global Chief Design Officer, Mahindra Automotive

Pratap Bose

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.

No fluff. Real results. 

Electrify new audiences with a revolutionary new EV brand.

Mahindra BE

Bringing brains to brawn.

Mahindra OJA

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Mahindra

Making history with a record-breaking EV brand.

Ambition to action.

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