India's leading SUV maker, Mahindra & Mahindra Ltd. (M&M) recently received two coveted awards for its popular SUV – the XUV500 and its corporate brand positioning - Rise, at the Pitch Brands 50 Awards 2013 for excellence in marketing. The XUV500 won the Buzzy Brand award for riding the digital wave and spreading word of mouth to surprise and excite consumers while M&M was also awarded for its Mahindra - Rise campaign in the Rechargers category for re-working its corporate identity and being able to gain market share with the brand new positioning.
Instituted by the Exchange 4 media group, the award felicitated the top 50 brands amongst a host of 120 brands from across various segments. The various categories included Resurgent Brands, Globetrotters, Social Marketers, Rechargers, Marketing Innovators, Impactful Launches, Ageless Brands, Bottom of Pyramid, Bang for the Buck and Buzzy Brands with entries being judged for excellence in marketing over the past 12 to 18 months. An accreditation to the top 50 brands of the year, the awards are an editorial acknowledgement of the great work done by these brands.
The brand entries went through an exhaustive shortlisting process and were judged by Pitch’s esteemed jury panel chaired by Ramesh Jude Thomas, President, EQUiTOR Consulting. The other jury members included marketing professionals and professors such as Rahul Sen, International Brand Advisor; Ramanujam Sridhar, Founder and CEO, Integrated Brand-comm; Subroto Chattopadhyay, Chairman, Peninsula Foundation, Sunil Gupta, Marketing Partner, South Asia, Results International Group and Ashok Pratap Arora, Marketing Professor, MDI.
Speaking on the Recharger Award for Mahindra, B. Karthik, Senior General Manager - Corporate Brand Management, Mahindra & Mahindra Ltd. said, “This award gives us tremendous satisfaction as it validates our continued focus on building a strong corporate brand. Moreover, what makes this recognition even more special is the fact that all the competing brands are quite well known, successful and noteworthy in their own right. Our brand positioning – expressed by the word Rise represents a new chapter in the history of this iconic brand and we are pleased to be recognized for it.”
Speaking on the recognition received for XUV500, Vivek Nayer, Chief Marketing Officer, Automotive Division, Mahindra and Mahindra Ltd. said, “We believe that with the XUV500 we have created a strong brand that appeals to its customers and engages with its fans. Going forward, we will continue to set new benchmarks of excellence to take this brand to new heights.”