Mahindra Holidays & Resorts (MHRIL), the country’s largest vacation ownership company, has recently undergone a rebranding exercise with a new logo for its flagship brand Club Mahindra. Designed by UK-based creative director Daren Cook, the new identity is a symbol made up of four hearts coming together in cool shades of blue, yellow, orange and green.
As a part of the rebranding exercise, Club Mahindra has also launched a set of three television commercials to spread the new brand proposition of ‘Making every moment magical’. Conceptualized by Law & Kenneth, the TVCs focus on the magical experiences that a consumer can take home from the brand’s many vacation resorts. Interestingly, the new brand identity of the four colourful hearts coming together have also been integrated within the commercials.
TVC buzz on YouTube
The first of the TVCs is at one of the Coorg resorts of Club Mahindra. A father of a little girl realizes the importance of the passing time as he teaches her to ride the bicycle. The family of four with a woman and a son too, are then shown enjoying their vacation bathing elephants and making their moments magical. Each of the four hearts float around in the different scenes to come together at the end.
Uploaded on the 22nd of October 2013 at the Club Mahindra YouTube page, the 30-second video has already garnered 612K+ views. As per social media monitoring tool, Unmetric, the video views have had a gradual upward growth from the period of Oct 22 to Nov 13, 2013. Along with 88 likes and 34 dislikes, there are some interesting comments. Club members have chosen the YouTube comments below to air their concerns with the brand, despite having the Facebook application ‘The Listening Post‘ which is meant for it.
The second TVC revolves around family cricket, where an old couple are seen dancing to their favourite number before they get caught by the kids. Later they are occupied in a game of cricket at one the club’s resorts. The 30-second video uploaded at the same date, has received more than 99K views till date.
The third TVC focuses on the couple this time trying to find some cozy moments in the rain. There’s a Kathakali performance at the resort. 30-second video uploaded also at the same date, has received more than 92K views till date.
The Club Mahindra YouTube channel has seen a higher growth rate (45.1%) when compared with the average hospitality YouTube channels (5.9%). The channel has added 387 new subscribers in the period from Oct 22 to Nov 13., as per Unmetric.
Social buzz via Facebook and Twitter
The rebranding campaign involves the brand’s social media community too.The Club Mahindra Twitter page with more than 26K+ followers has been sharing the TVCs using the hashtag #MagicalMoments. There has been no contest however. Here’s a hashtag distribution depicting the conversations at the Twitter page from Oct 22 to Nov 13. Notice how the brand has been pushing hard to promote #MagicalMoments.
Apart from sharing the new TVCs on the wall, Club Mahindra launched an interesting contest on Facebook using the hashtag #MagicalMoments. Prior to the festive season of Diwali, the more than one million fans of Club Mahindra were invited to share their past vacation photos on Facebook using the said hashtag, and stand a chance to win gifts. Fans who were club members could win surprise gifts too.
Apparently, the rebranding campaign on social media has not been an aggressive one. However, Club Mahindra has leveraged social media decently to impress upon its new brand proposition of ‘making every moment magical’. The use of a single hashtag throughout each of the networks, be it YouTube, Facebook or Twitter, has helped in spreading a uniform message to each of the community.
Part of the Mahindra Group with its social-savvy CEO, Club Mahindra has been an experimental brand on social media. Last year, the vacation brand had launched a YouTube campaign where participants had to shoot and upload videos as to why they deserved a vacation.