Establishing Yezdi for new age bikers, while staying true to its roots. Sarvesh Raikar, regional creative officer, Lowe Lintas & creative head, Lintas Live.
‘Mahindra & Mahindra’
Three weeks ago, popular chronicler of Indian automobile history, Adil Jal Darukhanawala, was in city. He was here to release ‘Timeless Mahindra’, a coffee-table book about the iconic Indian auto-maker “Mahindra & Mahindra.” I borrowed a copy of the book, glanced through it, like most people do a coffee-table book, when I chanced upon the story I had long forgotten, a story worth recalling in these times of communal strife and chaotic democracy.
Many may not know that the second ‘M’ in ‘M&M’ was Mohammed. Initially, the company was established as ‘Mahindra & Mohammed’ until loyalty to a new nation and financial compulsion changed it to ‘Mahindra & Mahindra.’