Mahindra Reva urges people to ask for change

By Satrajit Sen , afaqs!, New Delhi | In Digital
Last updated : March 15, 2013
The movement aims to tap into the hunger for change by inviting the public to ask questions about topics like mobility, infrastructure and technology.

The Mahindra Group has launched 'Ask Movement' to promote its new e20 electric car. The campaign urges people to ask questions about the issues that matter and is based on the idea that real progress happens when people ask the right questions and then seek the appropriate answers.

For this, the company has launched an online video on YouTube that asks people to post their questions on the brand website, The best question asked stands a chance to win a Mahindra e20 car. According to Mahindra, questions should be related to topics like infrastructure development, work-life balance, improvement in education system, health care, environment and transportation.

Users can also create and share their own 'Ask' film starring themselves and their friends. According to the company, this movement will tap into the hunger for change by inviting people to ask questions about topics like mobility, infrastructure and technology.

Mahindra claims that the campaign has struck the right chord as more than 100,000 consumers have participated in this movement in the last couple of days. The winner, to be chosen by a jury appointed by Mahindra, will be announced on March 18, when the car will be launched.

Devendra Shinde

Speaking to afaqs! about the idea behind the campaign, Devendra Shinde, head of marketing, Mahindra Reva Electric Vehicles, says that the campaign is designed to create a movement. "We believe that when people ask questions, there is change. When a lot of people ask questions, a movement is created and there is social, cultural and societal change for the better. The short term objective of the campaign therefore is to have a lot of people ask a lot of questions on mobility," he adds.

Speaking on the launch of the movement, Pravin Shah, chief executive, automotive division, Mahindra & Mahindra, says, "At Mahindra, challenging conventional thinking in everything we do is a way of life. We have always encouraged people to ask questions because we believe that our ability to innovate and develop superior products and services is related to the questions we are asked - by our customers and our own employees."

Mahindra further adds that with the Ask movement, it hopes to encourage people to constantly think of the questions that really matter and actually voice them. After the launch, the company plans to use a 360 degree approach to create awareness, build preference and solicit advocacy for brand e20. "You will see the elements of the marketing mix being rolled out from the third week of March over the next few months," informs Shinde.

The Mahindra e2o is an electric car manufactured by Mahindra Reva Electric Vehicle Company, which was formed after Mahindra & Mahindra acquired 55.2 per cent stake in Reva in 2010. In January, Mahindra unveiled a new visual identity which is now being used as part of the product name for Mahindra's mobility offerings and as an 'endorser' for Mahindra's non-mobility offerings. The company also unveiled a new millennium logo, which will be used only as a vehicle badge for Mahindra's mobility products.

First Published : March 15, 2013
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