Unlimiting India’s electric future with a bold vision
India is witnessing a surge in demand for electric vehicles (EVs). However, the market is still evolving, with a focus on affordability and innovation.
Mahindra, a pillar of Indian automotive history, has a legacy of rugged reliability with the iconic THAR model. Now, they are leading India’s EV transition with three fully electric concept cars, challenging global competitors to shape the future of mobility. Over the past 2.5 years, we’ve partnered with Mahindra to craft a new brand architecture, market positioning, and unified EV identity, culminating in the Unlimit India event, where they unveiled their production EVs and asserted India as a global automotive powerhouse.
Our integrated campaign for Unlimit celebrated the convergence of legacy and innovation. We designed an event theme symbolising infinite possibilities, with dynamic visuals of electric concentric circles evoking speed and energy. Our campaign included four teaser TV ads and two event films with cutting-edge CGI and motion design. Keynote presentations, brochures, and event graphics ensured a seamless brand experience, while future-focused storytelling linked Mahindra’s heritage to its bold EV vision.
We framed Mahindra’s EV launch within India’s national achievements in space exploration, cricket, and technology, celebrating ambition and resilience. The campaign positioned Mahindra as a bold contender in the global EV market, challenging established Western brands.
Uncompromising. Unparalleled. Unlimited.
Mahindra’s desire-driven narrative was created around the prefix “un,” evoking limitless potential – unteathered, unleashed. To reinforce this bold and modern EV range, we also designed a bespoke typeface inspired by the vehicle model identifiers.
A completely distinct proposition.
To launch the Electric origin eSUVs range as a completely distinct proposition in the Indian market, separate from their traditional ICE offerings, we transformed Mahindra’s brand architecture. By introducing the “Unlimit” logo, a unique identifier for their electric proposition, we unified this new EV range. The event further reinforced Mahindra’s legacy while showcasing their ability to lead India’s automotive transformation on the world stage.
From TV ads to event films and collateral, we delivered a cohesive, high-quality campaign that generated excitement and anticipation. Strategic teasers spotlighted key features, culminating in a grand reveal that resonated globally.
Working together.
Our collaboration with Mahindra has been deeply immersive, involving all levels of the organisation, from the CEO and leadership team to the the Global Chief Creative Officer and the President of Automotive Technology & Product Development. We worked closely with Mahindra’s in-house marketing team on a near-daily basis, fostering a partnership-driven and creatively aligned process. To deepen our understanding of their vehicles, we even visited India to test drive the cars firsthand, meet engineers, and learn directly about their areas of expertise and the innovative features that define Mahindra’s EV range.
