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The Mahindra story began in 1945 with two men with an ingenious vision. While traveling overseas,JC and KC M ahindra met Barney Roos, inventor of the rugged “general purpose vehicle,” and hada flash of inspiration: wouldn’t a vehicle that had proved its invincibility on the battlefields of WorldWar II be ideal for India’s rugged terrain and its kutcha rural roads? The result was the first utilityvehicle produced in India.
Mahindra follows a unique business model of creating empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies. This principle has led the growth into a US $16.7 billion multinational group with more than 180,000 employees in over 100 countries across the globe.
When Mahindra articulated its brand identity, Rise, in January of 2011, it was the culmination of a two-year exercise in self-discovery. Mahindra was convinced that a strong, unified brand was key to achieving the group’s ambition to become a global household name and to satisfy consumers’ increasing desire to identify with the companies they buy from. A deep-dive into Mahindra’s culture was conducted, interviewing employees, customers and communities in eight countries to understand what mattered to people. Again and again, people identified four qualities: a global mindset, ingenuity, social responsibility and a challenger spirit. Taken together, they are a call to Rise.
Our mission was communicate the brand Rise online with the flagship property Spark the Rise.
The overall objective was to make the best use of digital to transform the Mahindra brand.Soon after revealing Rise as its brand identity, Mahindra set itself the ambitious goal of creating a campaign that would not only communicate, but also demonstrate the brand. The new initiative had to be participative. It also had to place the Mahindra Group as no more than one voice in the broader movement.
Spark the Rise was a call for innovators to come together to come up with ideas that will help India Rise.Therefore, we had to understand better what was innovation and we looked at the greatest innovator of all time who played a vital role in shaping the modern world.Born 167 years ago on Feb. 11, 1847, Thomas Edison was an incredibly successful inventor, scientist, and businessman, accumulating 1,093 patents in his lifetime.
Henry Ford = cars = MahindraHenry Ford’s stories also helped us understand alternative thinking and position innovation within Spark the Rise.This is a very famous quote that became our mantra when developing the platform Spark the Rise.If I had asked my customers what they wanted they would have said a faster horse.
When we first had the idea of creating a crowdsourcing platform, we scanned the web to find the best crowdsourcing programs started by other brands. Our radar quickly identified the Pepsi Refresh Project as one of the best initiative out there.
Since 2010, Pepsi has been on a mission to dole out $20 million in grants through its Pepsi Refresh Project to non-profits, businesses, and individuals that promote a new idea that has a positive impact on their community -- be it at the local, state or national level.Applicants vie for grants at the $5K, $25K, and $50K level, distributed across categories like Health, Arts & Culture, Food & Shelter, the Planet, Neighborhoods and Education. The most fun part, perhaps, is that these community-focused grantees are selected by the public who can vote by visiting refresheverything.com.
Kickstarter has obviously been a big source of inspiration from Spark the Rise.
Kickstarter is one of a number of crowdfunding platforms for gathering money from the public, which circumvents traditional avenues of investment. Project creators choose a deadline and a minimum funding goal. If the goal is not met by the deadline, no funds are collected, a kind of assurance contract. Money pledged by donors is collected usingAmazon Payments. The platform is open to backers from anywhere in the world and to creators from the US, UK, Canada, Australia and New Zealand.
KivaMicrofunds (commonly known by its domain name, Kiva.org) is a 501(c)(3) non-profit organization that allows people to lend money via the Internet to low-income / underserved entrepreneurs and students in over 70 countries. Kiva's mission is “to connect people through lending to alleviate poverty.”
Since 2005, Kiva has crowd-funded more than 1 million loans, totaling more than a half a billion dollars, at a repayment rate of 99 percent. As of Nov. 2013, Kiva was raising about $1 million every three days. The Kiva platform has attracted a community of more than 1 million lenders from around the world.Kiva itself does not collect any interest on the loans it facilitates and Kiva lenders do not make interest on loans. Kiva is purely supported by grants, loans, and donations from its users, corporations, and national institutions. Kiva is headquartered in San Francisco, California.
A Sentiment & Landscape Analysis was run to explore the conversations happening in India on the topics connected to India’s progress. Themes generated ranged from Family, Infrastructure, Community, Child Development, Livelihood, Refugees, Animal Welfare, Education, Sports, Environment, Corruption, Healthcare, Law and Culture. From the uncovered data, a shortlist of topics in-line with Mahindra core businesses emerged and we realized that lots of conversations trying to solve these issues were happening on various platforms.It became clear that there was an opportunity to create a platform that would help people taking action and build the future of India together.
The media agency had developed a media plan with a conservative estimate of landings. A day before we were scheduled to go live, we did another check on an “optimistic” scenario of visits. And figured that if the optimistic scenario really came true, it would crash the server….
With the volume of projects and ideas submitted on the first days of Spark the Rise it was very difficult to screen and judge projects.We worked with E&Y and defined a two level approval process helping Mahindra stakeholders to deal with the quantity of submissions and make sure only the good ideas were published on the site.
India is a vast country with an important part of the population living in rural areas, with low internet and 3G penetration.Rise wants to be a national movement, helping all Indians to Rise, especially in the countryside where the issues of health, agriculture, infrastructure, energy are the most critical. How could be reach those people and help them to participate in a digital initiative?
Many different people and profiles came across on STR to participate, from different backgrounds, ages, languages and location:InnovatorsFollowersVolunteersFundersExperts, etc.How could we build an easy, intuitive and smart platform that would connect people in a relevant way?
Because of the amount of grants given by Mahindra (total of US$500,000), we have seen multiples attempts to game the system:
Talk about how building FAQs is vital when developing a crowdsourcing platform / competition
Be ready for a 24/7 support.
Transparency when STR was attacked and some fake vote cast.
We received a lot of queries on Spark the Rise from users facing problems to execute some basic tasks (login, vote, etc.). Because we also had to manage Project Champions, requiring more attention, other users of the site started to feel that they were being treated as less important.By focusing on each user equally, everyone will be treated fairly, and this will be reflected in user's positive perception of the program.
Firmness when users tried to gain the system and create multiple profiles to cast votes.
Think old school:-Take things offline when issues with users-Use print brochures to allow rural areas to participate-Missed call voting to allow rural areas to participate
Crowdsourcing solutions / judgments when issues are affecting your community
Acceptance. There are things you cannot solve. Be transparent about it and people will hopefully understand and trust you even more.
Tripti Lochan - Spark the Rise, CSWGlobal14
The story of
Tripti Lochan April 8th 2014
“It’s not just how big
we become, but also
how we become big.”
Creating a movement.
To let people experience the power of the
idea of Rise, we aimed at building a
movement from the ground up.
Our Big Idea
was to create an online platform that
would allow people in India to submit
projects that will drive positive change by
finding supporters, volunteers,
equipment, funding and winning grants