One of India’s most famous brands and successful organisations, but relatively unknown outside of India, Mahindra had secured a team entry to the new Formula E World Championship to support their goal of becoming a recognised global automotive brand by 2020. Mahindra retained Rush to support development of the Mahindra Racing Formula E Team’s commercial organisation, marketing and communications.
DESIGN
Rush engaged Pangaea Creative to develop a bold and striking team livery that reflected Mahindra’s corporate identity, marketing materials and corporate literature. We developed a partnership based communications strategy to most efficiently amplify and extend the reach of Mahindra Racing’s Formula E campaign whilst contributing incremental investment to the team’s on-track performance.
DELIVER
“Hero imagery” of Mahindra Racing was used heavily by Formula E and its global media partners as symbolic of the new series whilst fans voted the Mahindra Racing Formula E livery one of their top 3 favourites. Within 6 months Rush identified, developed and secured sponsorship based brand partnerships with IHG Rewards Club and Avis Preferred. Together these long-term mutually beneficial partnerships provide Mahindra Racing with brand communications and consumer engagement opportunities to a combined global membership of these loyalty programmes in excess of 100million people worldwide.
