Honouring the local heroes, the Mahindras way

Mahindra USA, manufacturer of tractors and other farming equipment, has decided to honour what it terms ‘First Responders’, people who either respond to a large-scale disaster like Hurricane Sandy, or respond to a single individual in times of need.

The company, which has over 525 dealer locations spread across North America, has rolled out a nationwide marketing programme in the US, which ties in with its corporate brand building, the Mahindra Rise philosophy of community partnership to drive positive change.

Cleo Franklin, Vice-President-Marketing, Product Development and Strategic Planning, Mahindra USA, told BusinessLine that the campaign is open to US First Responders only, who are eligible to be nominated by a peer, family or friend.

Any active or retired law enforcement, fire fighter or EMT (emergency medical technician) or ambulance technician in the US can participate.

Mahindra USA is part of the $16.5-billion Mahindra Group’s automotive and farm sector, and is a wholly owned subsidiary of Mahindra & Mahindra. It began selling tractors in the US in 1994.

Mid-February, Mahindra USA opened a new Midwest authorised distribution centre, to serve a six state area, and meet the increasing demand for Mahindra products.

The 15-acre facility is Mahindra's fifth North American facility, and is a joint project with long-time Mahindra partner, Kansas Machine Works, located in Kansas.

During times of natural disaster in the US, Mahindra and its active dealer network have worked side-by-side with First Responders in the clean-up and rebuilding process. It has also assisted with the recovery efforts after Hurricane Sandy.

To recognise the many sacrifices of these individuals, Mahindra is to offer First Responders across America an opportunity to win a Mahindra eMax 22 HST tractor with front-end loader.

Franklin said that First Responders tend to take responsibility for the safety and well-being of the people in each of their communities, often at great personal risk.

Last year, the company rolled out the ‘Mahindra Pride 1st Responders Appreciation Programme’, across Mahindra dealers in the US and Canada, and offered $200 rebate on the purchase of a new Mahindra tractor.

Mahindra USA has teamed up with Yahoo Sports Radio for the new campaign. It would provide Mahindra USA a multi platform presence on Yahoo Sports Radio’s network of affiliates. Yahoo Sports Radio reaches an estimated five million people each week.

As Franklin pointed out, “The sports segment and demographics in the US is filled with tractor owners and prospects, who may or may not be familiar with the Mahindra brand.”

The marketing official added that the strength of the Yahoo Sports Radio network would bring the Mahindra message to the local level, and increase brand awareness.

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