Revamping Mahindra's internal communications with a campaign designed to drive engagement

The challenge

As one of Mahindra Group's biggest internal communication initiatives, #75YearsofMahindra had to engage nearly 1.98 lakh employees across the globe throughout the anniversary year. The challenge was to sustain interest and participation over an extended period while celebrating the Group's rich legacy in a way that remained relevant, engaging and meaningful.

Our approach

To celebrate Mahindra Group's journey since its inception in 1945, we developed a year-long storytelling campaign that brought different facets of the organisation to life. Through engaging narratives on governance, ethics, culture, legacy, sustainability, corporate social responsibility and diversity & inclusion, the campaign kept employees connected to the Group's purpose and progress throughout the anniversary year.

We centered our approach on drawing stories from the past that showed what the Group did to get where they are today. We wrote stories that highlighted the Group's resilience and excellence through the years. By incorporating pictures from the archives in our storytelling that dated as early as 1990s, we ignited pride amongst the employees and helped enunciate key messages for today and tomorrow.

Additionally, we also showcased inspiring stories of Mahindra Pride School's alumni and recipients of the Mahindra All Talent India Scholarship. We featured stories of stakeholders — customers, employees, dealers, distributors and suppliers and how Mahindra Group's products and services touched lives. By crafting unique stories on a wide range of topics, we were able to successfully create an impactful campaign to mark this historical milestone for the Group.