February 23, 2016, Brisbane: Mahindra Australia, a part of USD 16.9 billion Mahindra Group, today announced the launch of 'My Mahindra' an Integrated National Marketing Campaign with cricket legend Matthew Hayden as its brand ambassador. The 360 degree 'My Mahindra' campaign will be rolled out nationally mid-February, with Matthew Hayden promoting and endorsing both automotive and tractor products in the Australian market.
The 'My Mahindra Campaign' brings together the two global brands – Mahindra and Matthew Hayden based on their strong alignment of values including the spirit of adventure, hard-working no-nonsense approach, commitment to family and a strong connect with rural communities. The aligned values were the inspiration to undertake an overall brand association campaign with a brand ambassador, for the first time. The campaign draws upon consumer insights and the inherent capabilities of Mahindra vehicles, be its DNA of tough and rugged or its ability to take on any terrain.
Speaking on the core idea of the campaign, James Halliwell, Mahindra Australia National Marketing Manager, said, "The 'My Mahindra' campaign delves into Matthew's everyday life, his post cricket days, as a busy businessman, public speaker and running The Hayden Way. Known distinctly for his family values, connection to farming communities and love for the great Aussie outdoors, Matthew has an immediate connect with Australians who in turn will relate to the role of Mahindra products in his day to day life".
To further enhance Matthew's connection with the Mahindra range of products, Russell Thiele, National Sales Manager for Mahindra Automotive Australia Pty Ltd handed over a Mahindra PikUp 2016 to Matthew Hayden. "We have specked Matthew Hayden's Mahindra PikUp with features such as our full mine spec suspension upgrade, underbody bash plates as well as a Snorkel and colour coded checker plate tray. Matthew tends to spend a lot of time on the coast and in the bush with his various fishing pursuits, so we thought it best to give Matthew a 4x4 vehicle that allows him to get to his favourite spots without any drama."
The 2016 model year Mahindra PikUp features improved fuel economy of 8.41L*/100km (*ADR 81/02) with diesel start stop technology.
Speaking on his plans for the Mahindra PikUp, cricket legend, Matthew Hayden, said, "Like all other Australians, summer is a special time of the year for me as I plan many outdoor activities in advance. I have always been a fan of North Stradbroke Island and I shall use my PikUp just like the way we used it in the television commercial for the 'My Mahindra' campaign. My Mahindra PikUp will mostly be on the beach while I am out surfing or fishing with my kids. Over the past month I have used it a lot on the beach and it has been a head turner having outperformed some of its better known competitors on the soft sand".
The 'My Mahindra' campaign will be rolled out for the first time in national Television, Newspaper and Digital media as planned by Mahindra's media and creative agency Dutch Media. The creatives can be found at www.mahindra.com.au
For more information about the 'My Mahindra' campaign please contact:
Mahindra Australia National Marketing Manager - James Halliwell
james.halliwell@mahindra.com.au
PH: 07 3213 1211
Dutch Media General Manager – Ben Hollands
ben@dutchmedia.com.au
PH: 02 6056 0914
More about Mahindra in Australia –
Facebook - www.facebook.com/mahindraaus
Website - www.mahindra.com.au
More about Matthew Hayden AM
• Known as a powerful and aggressive opening batsman, Hayden played 103 Test matches for Australia, scoring 8,625 runs and played 161 One Day International matches scoring 6,133 runs (1994 – 2009)
• Hayden holds the record for the highest ever score made by an Australian batsman in Test cricket (380)
• He was made a Member of the Order of Australia in January 2010
About Mahindra
The Mahindra Group focuses on enabling people to rise through solutions that power mobility, drive rural prosperity, enhance urban lifestyles and increase business efficiency.
A USD 16.9 billion multinational group based in Mumbai, India, Mahindra provides employment opportunities to over 200,000 people in over 100 countries. Mahindra operates in the key industries that drive economic growth, enjoying a leadership position in tractors, utility vehicles, information technology, financial services and vacation ownership. In addition, Mahindra enjoys a strong presence in the agribusiness, aerospace, components, consulting services, defence, energy, industrial equipment, logistics, real estate, retail, steel, commercial vehicles and two wheeler industries.
In 2015, Mahindra & Mahindra was recognized as the Best Company for CSR in India in a study by the Economic Times. In 2014, Mahindra featured on the Forbes Global 2000, a comprehensive listing of the world's largest, most powerful public companies, as measured by revenue, profit, assets and market value. The Mahindra Group also received the Financial Times 'Boldness in Business' Award in the 'Emerging Markets' category in 2013.
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For further enquiries please contact:
Mohan Nair
Senior General Manager (Communications)
Automotive & Farm Equipment Sectors
Office Direct Line – + 91 22 28468510
Office Email Address – nair.mohan@mahindra.com