Ad Campaigns
The Mahindra Group refreshes its corporate purpose ‘Rise’
Mumbai: One of India’s largest and most admired multinational federations of companies, The Mahindra Group has refurbished the messaging around its corporate purpose ‘Rise’. The refreshed ‘Rise’ calls for a more equal world, future readiness, and value creation, while continuing to drive positive change in the lives of people and communities.
While the group’s time-tested ideals and values remain unchanged, the ‘communication pillars’ of Rise have been contemporised to make it more relevant for the times we live in today.
Commenting on the refreshed purpose, Mahindra Group chief customer and brand officer Asha Kharga, says, “The messaging is an outcome of the actions that we have taken within our business over more than a decade. Our intention is to be a global ESG leader through our businesses – be it through our foray into EVs, net zero residential buildings or our solar business. By refreshing the Rise messaging, we have given a contemporary voice to a 77-year-old legacy of values. We believe that every business needs to be relevant to the citizens of the future because they are the consumers of the future. You cannot have a healthy business without a healthy planet. Rise will continue to be the North Star for us to work towards creating a better planet for the citizens of the future”.
The origin of the Rise philosophy comes from the 1945 print ad, released by Mahindra, on the brink of India’s independence. It mentioned no product or service. Instead, it listed fundamental principles with which the company would operate. The principles laid out then still form the bedrock of the Mahindra Group’s purpose, “Rise.”
To bring alive the refreshed philosophy, the company has rolled out a communication campaign across print and broadcast media over the next few weeks. The message is conveyed through this hard-hitting communication that Ogilvy India has helped put together and which is relevant to every viewer.
Speaking about the film, Ogilvy India Chief Creative Officers Kainaz Karmakar & Harshad Rajadhyaksha say, “It was inspiring to immerse ourselves in brand Mahindra. The more we understood their beliefs, the easier it was to create this communication. The kids in the film are the future consumers. They are the citizens of the future and we’re lucky because this generation is keenly interested in the ethics of what they consume. They are aware and vocal. Together We Rise’, is not just a piece of advertising, it is the most assured way to succeed in the years to come.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
