Mahindra carries messages from the 'citizens of future'

We live in a constantly fluid world. Trends emerge and disappear in a flash. We are a planet of over 8 billion Homo Sapiens as on date. We are taking vacations to the space and AI is writing poetries on the grain of human existence. The only permanent thing is the impermanence of it all. Businesses and brands across the globe are rather cornered to understand that ‘purpose’ is driving the markets of the world. Thankfully, as you read this article, our young consumers are asking questions and holding businesses and brands accountable for their actions.

They are asking: “When we buy your shares, will these be of a company that treats the planet as a shareholder?”

According to The Economist Intelligence Unit, there has been a 71% rise in online searches for sustainable goods globally in the past five years. Consumers are engaging with businesses that tick the sustainability and inclusivity box in ways that were largely ignored earlier.

A recently launched thought-provoking campaign ’#togetherwerise’ by the Mahindra group checks all the boxes in an 87-second sequence of questions and statements by ‘citizens of the future’. The film begins with a young girl who is daydreaming about the future. She is joined by other children from around the world who share her vision of a better future. The children take the audience on a journey through this imagined world, showcasing the different ways in which technology and innovation are being used to create a more sustainable, equitable and prosperous society.

The film highlights the importance of thinking about the future and taking actions to create a better world for ourselves and future generations. It encourages viewers to use their imagination: Think big, and strive for a world where everyone has the opportunity to reach their full potential.

Two of the key themes of the film are innovation & technology and inclusivity, which also happen to be the Mahindra group’s strongest suits. Mahindra’s focus areas have included strong cyber security, data privacy, and agility while also continuously improving the customer and employee experience. In 2022, Tech Mahindra launched ‘TechMVerse’, the company’s Metaverse practice to deliver interactive and immersive experiences in the Metaverse for its customers. They will also leverage the opportunities presented by the Metaverse through various use cases, including a metaverse-based car dealership called the DealerVerse. They also have the Meta Bank, which is a subsidiary of the Mahindra group and a digital-only bank offering various banking services, such as savings accounts, fixed deposits, and loan products.

According to the group, since its founding in 1945, the company has adhered to its 'Rise' philosophy, which calls for ‘driving positive change in the lives of people’ while believing that ‘only when we enable others to rise, we will rise’. And in line with this, M&M sees Farming-as-a-Service (FaaS) as the next big opportunity for India’s agriculture sector. To further drive affordability and accessibility of farm technologies, a farmer can use technology on a pay-per-use or rental basis rather than own it. Krish-e, Mahindra’s FaaS business, has started a digital era in Indian agriculture. Krish-e Precision Farming solutions use a variety of sensors and cameras on the farm, on drones, on satellites, and on farm equipment to collect soil, crop, and machine data. Such operations are already helping potato farmers, grape farmers and sugarcane farmers reduce their cost of cultivation and improve their yield.

The #consumerofthefuture is equally interested in whether a brand thinks a woman is often the best man for the job, as they are about durability of a product or service. THEY WANT INCLUSION (in bold letters).

Mahindra has risen to the occasion and empowered 20,000 women farmers under Project Prerna. They have also supported the education of 5 lac underprivileged girls in 2022 under the project Nanhi Kali.

Girls don’t play with cars. But, at Mahindra, they go a little beyond that by successfully leading projects such as XUV700 & Scorpio-N. It is the first automotive company in India to have launched all-women dealerships. It is also the first to launch an all-women automobile service workshop in Jaipur. Mahindra’s partnership with Bill & Melinda Gates Foundation also marks a significant step towards achieving the group’s ESG commitment of impacting one million women annually from 2026.

Today’s consumer is not only interested in the value of the product for themselves but also in the value that the product creates for the ecosystem. The 77-year-old company has captured the voice of the future citizens of the world by ending the ad film with the line, “If you make the world a little better too, no one will feel richer than you”.

Let us know how you will choose where to spend your next dime.