Club Mahindra moves creative business to Law & Kenneth

Mahindra Holidays & Resorts India has appointed Law & Kenneth India (L&K) as its new creative partner. The agency will work on the company's flagship brand Club Mahindra with immediate effect. The mandate includes brand marketing and resort marketing.

Interface Communications, a DraftfcbUlka agency, has worked on this account in the past.

The development is the result of a recently concluded multi-agency review process that lasted for several months.

The agency's Mumbai office will handle the account.

According to Indranil Chakraborty, chief marketing officer, Mahindra Holidays, the ideal creative partner for the brand is "one that can level up to the unique challenges" facing the business and Law & Kenneth was deemed fit to do just this.

"The Club Mahindra team has some exciting plans ahead and we are eagerly looking forward to doing some great work on the brand," he says.

For the record, Mahindra Holidays & Resorts India (MHRIL) is part of the hospitality sector of the Mahindra Group. Established in 1996, the company's flagship brand Club Mahindra currently has a customer base of over 1,50,000 members and manages more than 40 resorts in India as well as overseas.

Among L&K's key accounts in Mumbai are the recently won edible oil business from Allanasons India, Renault, Hero MotoCorp, eBay, Fiama Di Wills, Godrej Interio, Vivel, Times Now and Dabur Real Activ Juices.

It may be noted that earlier this year, Mahindra unveiled a new visual identity and brand architecture, including a new word mark, created by San Francisco-based brand consulting firm, Landor Associates in collaboration with Mahindra's internal design unit.

The new word mark is a deep, bright red unlike the previous grey one. Additionally, a very specific graphic element, a 'ridge', was added to the design. This is a sturdy, upward shape that is in sync with Mahindra's 'Rise' philosophy.