The Mahindra Group has been propelling into the space of encouraging innovation since 2011 when it launched the ‘Spark the Rise’ campaign. This year, they went a step further and launched ‘Rise Prize – World class from India’, a nationwide innovation challenge with a million dollars to be won for the best idea.
For this campaign, Mahindra has recognised two areas, core to the Indian needs, in which it is looking for disruptive and next-gen innovations – Mobility(transport) and Solar energy.
In order to promote this campaign, they launched an excellent digital film with a voice-over by the renowned Ninad Kamat. The script for the same is extremely well crafted, with visuals that beautifully depict the words being spoken. The ad begins with a couple of reflective lines where the voice over talks about how the world is made up of numerous ideas and how ideas can be sparked everywhere and anywhere. It then moves onto asking, changing the tone to that of an innocent curiosity, if the next big idea can come from right here – India.
The ad makes for a great shout out to entrepreneurs and innovators with the lines, “If you have a million dollar idea, we have a million dollars for you’. Mahindra has called it ‘India’s Biggest Innovation Challenge’.
The idea with this campaign is not only to generate innovative ideas but also to build an eco-system that is strongly driven by innovation. Mahindra is carefully and pro-actively moving towards being the brand that represents innovation in the country. It’s a great move for any brand and especially Mahindra, one that is truly Indian.
‘Rise Prize’ is built in such a way that it doesn’t seem like a campaign for Mahindra’s brand proposition ‘Spark the Rise’. Instead it’s made to look like a campaign that is built for country-wide encouragement of innovation. Now that, is where the genius of the campaign lies.
No matter who takes the million dollars home, the real winner here is Mahindra.