We redefined India’s most iconic auto brand with a future-facing electric masterbrand that owns its space. And signals a bold new era.
Mahindra
Making history with a record-breaking EV brand.
Ambition to action.
services
BrandActivation
sectors
Automotive
India’s automotive future is electric. But Mahindra wasn’t looking to catch up. They were ready to lead.
Long known for rugged reliability, Mahindra had built a reputation on tough terrain, with combustion classics like the THAR defining their legacy. But with India’s EV market charging ahead and global expectations rising, Mahindra needed more than a logo tweak to carve out a space for themselves. They needed to stand apart from their own story. And everyone else’s.
We helped them create that distinct edge. Strategic positioning. Naming systems. Visual and sonic identity. Product identifiers. Brand architecture spanning software (Maya), hardware (Inglo), and all vehicle ranges — from BE’s and XeV’s urban cool to THAR.e’s electric evolution. We activated it across every channel, from concept CGI to final production, from tone of voice to toolkit guidelines. A full-spectrum transformation, built to move Mahindra forward.
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