News

Honouring the local heroes, the Mahindras way

Amrita Nair Ghaswalla Mumbai | Updated on March 27, 2015 Published on March 27, 2015

Mahindra USA offers ‘First Responders’ an opportunity to win a tractor





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.

Only in the US

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.

Sports agenda

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.

Published on March 27, 2015

A letter from the Editor


Dear Readers,

The coronavirus crisis has changed the world completely in the last few months. All of us have been locked into our homes, economic activity has come to a near standstill. Everyone has been impacted.

Including your favourite business and financial newspaper. Our printing and distribution chains have been severely disrupted across the country, leaving readers without access to newspapers. Newspaper delivery agents have also been unable to service their customers because of multiple restrictions.

In these difficult times, we, at BusinessLine have been working continuously every day so that you are informed about all the developments – whether on the pandemic, on policy responses, or the impact on the world of business and finance. Our team has been working round the clock to keep track of developments so that you – the reader – gets accurate information and actionable insights so that you can protect your jobs, businesses, finances and investments.

We are trying our best to ensure the newspaper reaches your hands every day. We have also ensured that even if your paper is not delivered, you can access BusinessLine in the e-paper format – just as it appears in print. Our website and apps too, are updated every minute, so that you can access the information you want anywhere, anytime.

But all this comes at a heavy cost. As you are aware, the lockdowns have wiped out almost all our entire revenue stream. Sustaining our quality journalism has become extremely challenging. That we have managed so far is thanks to your support. I thank all our subscribers – print and digital – for your support.

I appeal to all or readers to help us navigate these challenging times and help sustain one of the truly independent and credible voices in the world of Indian journalism. Doing so is easy. You can help us enormously simply by subscribing to our digital or e-paper editions. We offer several affordable subscription plans for our website, which includes Portfolio, our investment advisory section that offers rich investment advice from our highly qualified, in-house Research Bureau, the only such team in the Indian newspaper industry.

A little help from you can make a huge difference to the cause of quality journalism!

Sincerely,

Support Quality Journalism
This article is closed for comments.
Please Email the Editor
You have read 1 out of 3 free articles for this week. For full access, please subscribe and get unlimited access to all sections.