01 MAY 2021
That includes digital paid media, performance content, analytics, UX , data strategy, CRM/CDP, martech consulting, and optimizing the consumer experience. As MediaCom’s first end-to-end digital client, this new-business win signifies more than an ever-expanding client portfolio: it marks the realisation of MediaCom’s vision for the future in SA and Africa, with a focus on driving digital transformation for Mahindra SA.
One of the largest global automotive brands selects one of the leading local media agencies, MediaCom SA as end-to-end digital agency
Since launching in 1996, Mahindra South Africa has become one of the country’s fastest-growing passenger vehicle, SUV, and bakkie brands. This success can be contributed to the brand’s dedication to high-quality, safety-first vehicles, and a company philosophy of always seeking new and innovative ways to connect to its valued customers.
With an admittedly high marketing standard, Mahindra set out to find an agency that could deliver the same innovative connections through bespoke digital solutions in the South African landscape. As a company with an extensive global network, Mahindra understands the importance of balancing international insights and successes with a deep-rooted local understanding – and needed an agency with the ability and mindset to do the same.
Rajesh Gupta, CEO for Mahindra SA, expands on this: “It was essential that the chosen agency had a similar passion as we have for their craft and skill. The immense growth we have seen in recent years set the tone for what is to come from brand Mahindra. The content partnership had to be a marriage of similar work ethics, a passion for creating gratifying customer connections and bring to life the world-class Mahindra mark that signifies a redefinition of possibilities. Mediacom has the ability and enthusiasm to take up the challenge of our mission and vision for Mahindra in South Africa.”
A meeting of minds
For MediaCom SA, Mahindra was an exciting opportunity to redefine a brand in the minds of South African consumers. MediaCom SA intrinsically understands the challenges and requirements for successful, strategic brand shifts. With recent MediaCom wins of Digital 1st brands like Uber and Cell C in South Africa, it will be bring tried and tested innovative models rooted in a digital world to transform Mahindra’s end to end digital experience.
Shaneel Singh, MediaCom SA’s Managing Partner, explains that as the pitch process progressed, it became more and more clear that inherently, Mahindra’s vehicles offered very good value for money, that the company had ambitious goals for launching first-to-market vehicles in South Africa, and that they were extremely knowledgeable specialists in the automotive industry. “For various reasons, many South African consumers may not be aware that Mahindra has won several awards over the years for safety, dealer satisfaction, and innovation. For instance, the Mahindra XUV300 recently received the highest ever 5-star rating for Africa from Global NCAP. For MediaCom, we believe that moving forward, resonating with the right consumer will play a pivotal part for this brand as it is essential that South African car buyers understand the value, safety, and quality they will get by buying into the Mahindra brand.”
To ensure that Mahindra’s content communication and digital touchpoints resonate with the local market, MediaCom SA will avoid repackaging global advertising content. Instead, the striking design of Mahindra’s cars will be captured against South Africa’s scenic landscapes and combined with messaging that is both true to the Mahindra brand and ties into consumer needs. “In everything we do as Mahindra’s content partners, MediaCom SA will ensure that the brand’s connections with consumers resonate, educate, and excite,” says Shaneel.
Of the new business relationship, Ashish Williams, CEO of MediaCom SA, adds that...
As a company, we have put in a lot of hard work to expand our business horizons. Our appointment as Mahindra’s digital agency partner is evidence that we identified the right path for our agency’s future. With the ability to solve complex business challenges by providing bespoke and robust content systems, we can offer clients executional solutions that not only connects with consumers but unlocks growth for their brands.
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