From concept to global stage, Futurescape marked the next chapter in Mahindra’s story, uniting every breakthrough under one powerful, world-facing platform for innovation.
From concept to global stage, Futurescape marked the next chapter in Mahindra’s story, uniting every breakthrough under one powerful, world-facing platform for innovation.
Mahindra & Mahindra is a $30bn multinational spanning automotive, agriculture, aerospace and electric mobility. A long-standing client, we’ve helped them shape some of their most ambitious milestones, from building India’s first ground-up EV brand, to launching their OJA tractor platform across India and USA.
With Futurescape, this partnership expanded once more. Each year, Mahindra celebrates India’s Independence Day with a major keynote. But this time, they wanted more than an event. They wanted a global platform for innovation. Set within a purpose-built dome at a vineyard in Cape Town, South Africa, Futurescape brought together their Automotive and Agriculture divisions. All products and breakthroughs under one unified identity.
From name and positioning to creative direction, environment and content, we helped Mahindra build a stage worthy of its ambition. One that redefined the corporate launch as a global brand spectacle.
We worked closely with Mahindra’s internal teams to reframe their annual Independence Day showcase, transforming it from a series of product launches into a strategic platform for innovation and global ambition. Through workshops and strategy sessions, we uncovered the insights that defined Futurescape: a fragmented innovation story that needed unity, a national moment charged with pride and progress, and a brand ready to project confidence to the world. One story. One stage. One Mahindra.
We defined the event as a living symbol of Mahindra’s momentum, uniting every product, division and market under one global narrative. The name Futurescape captured that vision. A bold expression of innovation and the horizon of possibility Mahindra continues to shape.
We developed a futuristic design system that brought Mahindra’s ambition to life. A dynamic CGI supergraphic symbolised energy, motion and progress. The visual identity evolved Mahindra’s RISE aesthetic into a tech-led language built around bold typography and a refined black-and-red palette.
From stage graphics and digital projections to signage, lanyards and merchandise, every touchpoint carried the same energy and precision.
We extended that system across pre- and post-event campaigns. Teaser films, countdowns, social content and keynote presentations – all crafted to build momentum. On the day, a suite of launch films premiered for OJA, THAR.e, ICE pickup, BE and XUV. All throughout, a complete content and design toolkit kept every team and partner aligned.
With so many teams in play, alignment was everything. We worked hand in hand with Mahindra’s senior leadership to define one clear vision, collaborating daily with marketing, design and product teams across Automotive and Agriculture. From CGI studios around the world to real-time updates on-site in Cape Town, everyone worked in sync. One unified effort bringing Mahindra’s global ambition to life.
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.
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