India’s electric mobility revolution is gaining momentum. And at the heart of it stands Mahindra, a brand synonymous with India’s automotive legacy.
India’s electric mobility revolution is gaining momentum. And at the heart of it stands Mahindra, a brand synonymous with India’s automotive legacy.
Known for building vehicles that define reliability and resilience, from the iconic THAR to market-leading SUVs, Mahindra is now steering the next era — electric. With three fully electric concept vehicles, the brand signalled a bold challenge to global competitors, placing India on the world’s EV map.
Over the past two and a half years, we’ve partnered with Mahindra to build the brand architecture, market positioning and unified EV identity behind this transformation. This journey culminated in Unlimit India, the landmark event where Mahindra unveiled its production-ready EVs to a global audience.
From campaign strategy to creative execution, Unlimit became a celebration of heritage and progress. Dynamic visuals. Kinetic energy. And future-focused storytelling that connected Mahindra’s past to its bold, electrified vision for the future.
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.
From space exploration to cricket and technology, we framed Mahindra’s EV launch within the spirit of India’s national achievements, celebrating the same ambition and resilience that drive the country forward. The campaign positioned Mahindra as a confident global contender, ready to challenge established Western brands and showcase India’s power to lead the future of mobility.
A surge of engagement that turned a national launch into a global conversation.
Prime-time visibility that made Mahindra’s electric future impossible to ignore.
Proof that bold storytelling delivers measurable, market-moving impact.
From TV ads to event films and collateral, we delivered a cohesive, high-quality campaign that generated excitement and anticipation. Strategic teasers spotlighted key features, culminating in a grand reveal that resonated globally.
We created Mahindra’s desire-driven narrative around the prefix “un,” evoking limitless potential. Unteathered. Unleashed. To reinforce this bold and modern EV range, we also designed a bespoke typeface inspired by the vehicle model identifiers.
To introduce Mahindra’s Electric Origin eSUVs as a distinct proposition from its ICE range, we restructured the brand architecture around a single, unifying idea. Unlimit.
The new logo became the identifier for Mahindra’s electric future. Bold. Simple. Modern. Launched at scale, the event fused legacy and leadership, reinforcing Mahindra’s power to define India’s EV transformation on a global stage.
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 Unlimit India launch made history. With 30,000 day-one bookings and $1 billion in sales, Mahindra redefined what a successful EV launch looks like. It became the #1 record-breaking EV launch in India, setting a new national benchmark for electric mobility.
The campaign’s reach matched its ambition, with 103 million social impressions, 2 million interactions, and 5.8 thousand organic mentions turned a domestic event into a global story.
Beyond social, 30 million non-social impressions and 300 million TV ad views amplified Mahindra’s message worldwide, while $10 million in Advertising Value Equivalent (AVE) proved the measurable power of creativity done right. Proof that when brand, strategy and storytelling align, ambition accelerates.
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