Mumbai; The Mahindra Group marked its 75th anniversary today by celebrating and igniting the challenger spirit of every Indian to ‘Rise’ and emerge victorious in these difficult times, through its latest social media campaign — Mahindra #RiseUp Challenge.
According to research done during the ongoing pandemic and prolonged lockdown, music has been a sanctuary for many. Backed by this insight and in alignment with the Group’s corporate purpose ‘Rise’, the new campaign is designed to celebrate the hope &optimism within each Indian that will propel them to victory by overcoming seemingly unsurmountable adversities. While, millennials will be the key drivers of the message, the campaign aims to reach a wider target group through social media.
Jay Shah, Vice President, Head – Cultural Outreach, Mahindra Group, said. “In these times of social distancing we are proud to present an innovative way of celebrating our 75th year with everyone’s participation. The #RiseUpChallenge is about being unrelenting in achieving your goals and it is about celebrating success with a spring in your step and a song on your lips! Come spread joy and happiness and be part of the challenge!”
The film follows the journey of three individuals – a doctor who devotes himself to the call of duty towards mankind and exudes the spirit of service while remaining far away from his loved ones; a taxi driver who loses his daily earnings and takes up an alternate job to come out stronger from financial troubles, and a COVID survivor who gets back on her feet and fights her illness to set out on a new career path.
This campaign will be promoted across all social media platforms and urges people to:
- Watch the video
- Make their own video using the soundtrack
- Download the soundtrack from www.mahindra.com/riseupchallenge and share on their social media handles using the hashtag #RiseUpChallenge
Composed & Produced by: Clinton Cerejo& Bianca Gomes (Shor Police)
Lyrics by: Anuraag Dubey, Jizzy, Ricardo Pereira
Vocals: Clinton Cerejo, Jizzy, Ricardo Pereira
Mixed & Mastered by: Clinton Cerejo @ The Groove Room, Mumbai
Track Language: Hinglish