Mahindra "Rise" Project

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trey_gio
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Mahindra "Rise" Project

Post by trey_gio » Fri Aug 12, 2011 9:17 pm

http://www.exchange4media.com/e4m/news/ ... &Tag=35606
After the launch of its new brand position – expressed by the word “Rise” – in January 2011, the $12.5 billion Mahindra Group on August 11, 2011, announced the launch of a multi-media movement which seeks to inspire and empower people across India to shape their own future. It consists of Spark the Rise, a movement, which aims to drive positive change, and an inspiring Rise thematic TVC, which will hit TV screens in India on August 12, 2011...

This ambitious and provocative campaign was developed by a global team (more than 10 nationalities were involved in the creation of the work) spearheaded by Mahindra, cultural-movement agency, StrawberryFrog and award-winning filmmakers Harmony Korine and Anthony Dod Mantle. It will launch in stages, beginning immediately with innovative digital efforts aimed at building a cultural movement from the ground up, using digital, offline and on-ground media. A major new television commercial (Rise thematic film) as well as press and online advertising will all coalesce to create a sense of a vibrant global movement
The group has an ad up on Youtube, which I assume was directed by Harmony. It looks like his style.

http://www.youtube.com/watch?v=yASJcveJ9rU

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