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.
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.
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.