After the successful launch of its new brand position - 'Rise' in January 2011,the $12.5 billion Mahindra Group on Thursday announced the launch of 'Spark the Rise'- a multi-media movement which seeks to inspire and empower people across India to shape their own future. Through Spark the Rise,Mahindra intends to create a digital platform for individuals,groups and organisations to submit project plans online at sparktherise.com. Visitors to the site can view projects to offer advice or get involved by volunteering or donating money and equipment. The website will go live from August 17,2011.In this first step in Mahindra's global campaign,Spark the Rise will be launched in India and customize worldwide at a later date. All Indians,including individuals,institutions,corporates and non-profit organisations are eligible to apply on the site. In addition to Indians,the global community can also participate in supporting projects by voting,volunteering,donating,and discussing. "Spark the Rise aims to drive positive change. Through this movement,we seek to not only create a platform for Sparks across the country to connect,collaborate and drive positive change but also lend financial support to the best ideas," Mahindra Group's Vice Chairman and Managing Director,Anand Mahindra said. Mahindra Group has committed Rs three crore towards grant for this movement,Mahindra said. Each month,eight winning 'Sparks' will receive financial grants from Mahindra. Five will be chosen by public vote and three will be chosen by an expert jury. Over the course of six months,Mahindra will award a total of 48 grants. In the grand finale,18 finalists - the top two winners from each month by public vote plus six entries chosen by an expert jury - will have the chance to win further funding. This ambitious campaign was developed by a global team (more than 10 nationalities were involved in the creation of the work) spearheaded by Mahindra,cultural-movement agency,StrawberryFrog and award-winning filmmakers Harmony Korine and Anthony Dod Mantle.
