The group intends to invest Rs 120 crore over 3 years, in activities related to promotion of the new brand position.

Mahindra Group Vice Chairman & Managing Director Anand Mahindra said “Rise isn’t just a word – it is a rallying cry which enables people to unify around shared ideas, values, principles, a way of life or a common goal. It is a call to see opportunities where others can’t and to set an example for the world”.

Mahindra’s Corporate Brand Council mandated StrawberryFrog, a New York based global advertising agency, to undertake anthropological and semiotic research across India and around the world which enabled it to create this unique positioning.