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Mahindra appoints Singapore-based Qais Consulting as its digital agency of record

Indian auto major Mahindra has appointed Singapore-based Qais
Consulting
as its digital agency of record to help build brand Mahindra and its
brand position, expressed by the word ‘Rise’ as a part of the group’s ambition
to be a major global player. Mahindra is a US$12.5 billion multinational group
with more 119,000 employees in 100 countries around the world.

Indian auto major Mahindra has appointed Singapore-based Qais
Consulting
as its digital agency of record to help build brand Mahindra and its
brand position, expressed by the word ‘Rise’ as a part of the group’s ambition
to be a major global player. Mahindra is a US$12.5 billion multinational group
with more 119,000 employees in 100 countries around the world.

“Mahindra’s new brand positioning is simply Rise. It was
based on the insight that since our founding in 1945, we have focused on more
than building factories, tractors or cars; we have been building capabilities
and helping people to turn dreams into realities. Rise expresses that notion at
its heart, and is made up of the three pillars that are our foundational
principles: Accepting No Limits, Alternative Thinking, and Driving Positive
Change,” B. Karthik, general manager, Corporate Brand Council, Mahindra has
said.

Karthik further said that digital communication is at the
heart of this process, and so the company needed a digital agency that could
help it define a communications strategy, plan both the functional and content
streams, and execute that plan. “Qais Consulting provided the strongest case in
each of these areas. Specifically, they have helped us to map out three
communication streams. The first is the Rise Blog, together with its associated
social media channels, in which overall communications and examples are show
cased. The second is the development of our flagship program, in which we help
foster the implementation of Rise projects by leveraging both Mahindra
resources and those of the community at large. Finally, the third stream is for
employees to embrace this positive change. Qais is working on an internal
employee engagement program which involves employees and teams pledging to
improve specific areas within both their personal and working lives,” added
Karthik.

“From the day we heard about Rise, we were
hooked,” said Tripti Lochan, CEO, Qais Consulting, adding, “It is an amazing
idea, with so many positive benefits that will flow for all stakeholders as
each stream rolls out. We are honoured to have been chosen as the digital
partner for this initiative.”

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