First Indian multinational to leverage movement marketing to drive positive change
Mr. Anand Mahindra, Vice Chairman & Managing Director, Mahindra Group
at the launch of Spark the Rise. Venue: Media Cube, Mahindra Towers, Worli, Mumbai
August 11, 2011, Mumbai: After the successful launch of its new brand position – expressed by the word “Rise” – in January 2011, the US $12.5 billion Mahindra Group today announced the launch of a multi-media movement which seeks to inspire and empower people across India to shape their own future. It consists of Spark the Rise, a movement which aims to drive positive change, and an inspiring Rise thematic TVC which will hit TV screens in India today.
Click here to view the Rise thematic TVC: http://www.youtube.com/watch?v=yASJcveJ9rU
This ambitious and provocative campaign was developed by a global team (more than 10 nationalities were involved in the creation of the work) spearheaded by Mahindra, cultural-movement agency, StrawberryFrog and award-winning filmmakers Harmony Korine and Anthony Dod Mantle. It will launch in stages, beginning immediately with innovative digital efforts aimed at building a cultural movement from the ground up, using digital, offline and on-ground media. A major new television commercial (Rise thematic film) as well as press and online advertising will all coalesce to create a sense of a vibrant global movement.
Left to right: Mr. Ruzbeh Irani, EVP - Corporate Strategy, Chief Brand Officer - Mahindra Group & Member of the Group Executive Board, Mr. Anand Mahindra, VC & MD, Mahindra Group & Mr. B. Karthik, Corporate Brand Management, Mahindra & Mahindra Ltd. at the launch
“Rise is a simple call to action. We want to encourage people to be part of this movement and to engage with the idea of Rise - to think outside the box, to be inspired and ultimately to take action. A big idea often begins with a tiny spark of inspiration – a spark that can sometimes even ignite a revolution. Through Spark the Rise we seek to not only create a platform for ‘Sparks’ across the country to connect, collaborate and drive positive change but also lend financial support to the best ideas,” said Mr. Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group.
“Spark the Rise is a platform where ‘Sparks’ can start projects and ‘Volunteers’ can get involved in them to help people to Rise. By funding outstanding projects, Mahindra seeks to empower Indians to take charge of the future. Spark the Rise also aims to promote a rich culture of initiative and innovation by bringing people together to work for change. We hope that all ‘Sparks’ – not just the ones who receive grants – will utilise this unique platform to promote ideas, motivate volunteers and raise funds for building a better India,” said Mr. Ruzbeh Irani, Executive Vice President - Corporate Strategy, Chief Brand Officer - Mahindra Group and Member of the Group Executive Board.
Calling all bright ‘Sparks’
Through Spark the Rise, Mahindra intends to create a digital platform for individuals, groups and organisations to submit project plans online at www.sparktherise.com. Visitors to the site can view projects to offer advice or get involved by volunteering or donating money and equipment.
The Spark the Rise website will go live from August 17, 2011.
Each month, eight winning ‘Sparks’ will receive financial grants from Mahindra.. Five will be chosen by public vote and three will be chosen by an expert jury. Over the course of six months, Mahindra will award a total of 48 grants. In the Grand Finale, 18 finalists – the top two winners from each month by public vote plus six entries chosen by an expert jury – will have the chance to win further funding. The ‘Spark’ with the most votes and the three runners-up will receive grants.
In this first step in Mahindra’s global campaign, Spark the Rise will focus on Mahindra’s home market, India. All Indians, including individuals, institutions, corporates and non-profit organisations are eligible to apply on the site. In addition to Indians, the global community can also participate in supporting projects by voting, volunteering, donating, and discussing.
Entrants should create a profile on www.sparktherise.com. Each entry must clearly state a project name, category, description and clearly explain who the project will help to ‘Rise’ and how it will achieve its goal. Participants can also note down resources already at their disposal and ask others for help related to funding, equipment, volunteers and expertise. Thus, even if a particular proposed project does not receive a grant, it can use Spark the Rise as a platform to gather the support required to implement the same.
The site also features a Discussion Board which is a place to spark conversations about how to help India Rise. Visitors can share ideas, pose questions, ask for advice, field a debate on current issues or participate in an existing conversation.