Club Mahindra unveils new brand identity

Inspired by Buddhist mandalas, the new symbol is a reflection of a brand that represents the best of Indian business and culture. It features a symbol made up of four hearts coming together

BestMediaInfo Bureau | Delhi | October 23, 2013

Mahindra Holidays & Resorts India, India's leading vacation ownership company, has unveiled a new brand identity for its flagship brand Club Mahindra, which is inspired by the thought 'make every moment magical'. The thought reflects the ethos of the organisation which strives to create magical experiences for the entire family during their holidays.

Inspired by Buddhist mandalas, the new symbol is a reflection of a brand that represents the best of Indian business and culture on the world stage. Club Mahindra's new brand identity features a symbol made up of four hearts coming together. Inspired by the 'colours of holidays', the hearts are in vibrant shades of blue, yellow, orange and green. These hearts symbolise families and friends coming together. The new identity is flexible to adapt itself to all kinds of media especially digital. The identity has been designed by UK-based Daren Cook who has designed several other iconic logos.

Club Mahindra's new brand identity will be supported by a comprehensive marketing campaign which also includes a new TVC.

“When we launched Club Mahindra in 1996, the concept of vacation ownership was not only viewed with skepticism but was also relatively nascent in India. However, over the past two decades, Club Mahindra has done much to change that perception with its world-class properties and unique holiday experiences. The fact that we are India's leading  vacation ownership company with over 1,60,000 members, is a clear validation of its success and this fresh new brand identity reflects its renewed focus on delivering the best vacations to its members across the country,” said Anand Mahindra, Chairman, Mahindra Group.

“Club Mahindra has defined the vacation ownership category in India by continuously setting new standards. The 8^th largest vacation ownership company in the world, Club Mahindra is evolving as the Indian consumer seeks newer holiday experiences. Hence, we are opening new resorts, have introduced a new online booking system and we have also introduced new experiences for families at our resorts. Our change of brand identity goes much deeper than just the change of symbol. The thought behind the logo change inspires us to deliver magical moments to our members and encourages those who aren't already with us to have another look at what we offer,” said Rajiv Sawhney, MD & CEO, Mahindra Holidays & Resorts India.

With 41 resorts across the country and overseas, Club Mahindra has created a wide footprint not limited to the borders of India. The resorts in Dubai, Bangkok, Kaula Lumpur and Innsbruck (Austria) are an endeavour to accommodate the evolving aspirations of the ever growing member base.

In February 2013, Club Mahindra introduced the new online booking platform for its members, which now contributes 50% of the booking volumes within 9 months of its launch. The platform is intuitive in nature and offers members alternative vacation suggestions.

The experiences inside the resorts are truly created to bring families together, sometimes spanning three generations. It is these experiences combined with the unique geographies where the resorts are located that has helped Club Mahindra redefine the way Indian families holiday.

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