Mahindra Classics Campaign Celebrates The Group’s Heritage

Mahindra & Mahindra Ltd is part of the $19.4 billion Mahindra Group and has recently announced a new brand communication campaign and logo. ‘The Mahindra Classics’ campaign commemorates the rich automotive heritage of the Mahindra Group and their deep-seated connection to India’s automotive history for seven decades.

‘The Mahindra Classics’ campaign will bring the group’s heritage to life through brand stories, new initiatives and interviews among others. This campaign starts by unveiling the “The Mahindra Classics” logo which will be followed by an engaging thematic communication.

It showcases exciting stories from the past and also encourages the Mahindra community to go down memory lane and share their nostalgic memories. The Mahindra Classics Campaign also features stories about Mahindra SUVs that have been immortalised through movies, popular culture and events.

Veejay Nakra, CEO of Automotive Division at Mahindra & Mahindra Ltd said: “The Mahindra Classics campaign is our tribute to the rich automotive heritage of Mahindra. This campaign will help people relive their fond memories with brand Mahindra. It will also provide them with a glimpse of our journey – how we started and what we are today. We wish to narrate the stories of how people who have owned Mahindra SUVs have experienced their vehicles as no one has done before.”

Mahindra Classics Campaign Reveals The True Spirit of India

The Mahindra Group has been exporting vehicles manufactured in India to other countries since 1969. They have all forged new roads through the spirit of adventure while being symbols of authenticity. Looking at the young and adventurous India today, Mahindra Classics are true reflections of the brand’s continued success.

The Mahindra Classics Campaign encourages owners of Mahindra SUVs to share their experiences of exploration. To gain further traction, this campaign will be promoted heavily across all major social media platforms including Facebook, Instagram and Twitter.

It is an engaging campaign and customers will find it rather interesting and unique. The Mahindra Classics Campaign invites Mahindra owners and fans to also participate in quizzes where they can win prizes. If you’d like to follow this campaign or be a part of it, please use the following hashtag and handles for social media updates:

  • #TheMahindraClassics
  • @Mahindra_Auto
  • @MahindraRise

Veejay Nakra continued by stating that, “the Mahindra Classics are the embodiment of our legacy and our spirit of blazing a trail where no one has been before. Not many vehicles in India share the same emotional connect and iconic status as our vehicles do.”

Closing Thoughts

The Mahindra Classics Campaign could be seen as a precursor to the launch of the next generation Mahindra Thar. As part of this digital campaign, the video starts with Willy’s Jeep that the group produced in 1949. From there, in the 1950s, Mahindra started manufacturing military vehicles followed by selling off-roaders to civilians in the 1970s.

The next generation Mahindra Thar should be based on a new platform and reports suggest it will be bigger than the outgoing model. It will have a choice of petrol or diesel engine and a 6-speed manual or 6-speed automatic transmission.

To stay informed about global motoring news and other interesting developments, read our blog and follow us on Facebook. You can visit our online showroom to view a large selection of new and quality pre-owned Mahindra vehicles.


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