Campaign Watch: Mahindra Group’s #SheIsOnTheRise

In my opinion, one of the better Women’s Day social media campaigns this year has been Mahindra Group’s #SheIsOnTheRise initiative that they executed over the first two weeks of March. My comments are based on the posts on I’ve seen on Instagram. The content is also available on Twitter but I felt that the campaign was more effective on Instagram primarily because the platform lends itself to visual content and the Mahindra Rise Instagram page is less cluttered.

The core theme #SheIsOnTheRise was to transform societal perceptions affecting working women by encouraging women to flip gender roles, challenge stereotypes and start a discussion on non-traditional livelihoods. What I loved is how they made the campaign their own by telling stories of exceptional women breaking barriers and leading from the front across Mahindra Group of companies. The video that brought all of the seven stories together was really well executed. The video release was followed up with individual posts that covered the stories of all of the women.

Great way to create relevance and sustained impact over a few weeks. Usually, brand and social media campaigns for events like this are one off and forced. I think when brands make a real effort to create a meaningful campaign and are truly invested in it, it shows and eventually pays off.

Mahindra Group’s Instagram: https://instagram.com/mahindrarise