Client Watch

  • The imminent launch of Mahindra & Mahindra’s flagship SUV vehicle onto US soil – a move that has been in the pipeline since 2007 – indicates more than a simple reawakening of India’s global corporate ambitions.

     

    Well aware of its stated position as ‘a microcosm of the country of its birth’, Mahindra’s expansion is indicative of the rising sophistication in Indian business strategy - good news for law firms, domestic and foreign. 

     

    Anand Mahindra, the vice chairman and managing director, recently revealed to RSG’s managing director that the company selected Strawberry Frog, the US advertising agency, to come up with an appropriate branding campaign. The resulting ‘RISE’ slogan focuses not only on the empowerment of the individual in the imposing Scorpio 4X4, but also represents the literal ‘rise’ of corporate India as much as Mahindra’s expansion in the US.