Mahindra set out to spark a movement. Building India’s first ground-up electric vehicles to lead the country’s shift to EV.
Mahindra set out to spark a movement. Building India’s first ground-up electric vehicles to lead the country’s shift to EV.
Mahindra & Mahindra is a multinational $30bn group leading in sectors from agriculture to aerospace. Its automotive arm is the number one Indian SUV brand, known for vehicles made to last. But a new race was on. Global demand was moving from internal combustion to electric. And in a market where charging infrastructure is still in its infancy, Mahindra wanted to set the pace.
Their vision was clear. Launch an electric brand to inspire pride, spark adoption and redefine what an Indian-built vehicle could be. These models were purpose-built EVs, conceived to compete on desirability, technology and design.
We created the EV brand architecture, defined propositions for the BE and XUV ranges, and named the tech platforms that power them – INGLO for hardware, MAIA for software. Identities, in-car experiences, sonic branding, launch strategy and campaign assets followed. From concept to production line to showroom, we built a brand presence that put Mahindra at the forefront of India’s EV movement.
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