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The mere mention of the word 'MRF' is bound to bring the Muscleman to the mind of Indians.
The Muscleman evolved in 1964, soon after MRF began manufacturing tyres. Over the past 33 years, it has evolved from a mere corporate mascot to a symbol of strength, reliability and durability - embodying the very qualities of the tyres the Muscleman represents. For 16 years, he grew to become India's most trusted and well-recognised symbol for tyres.
The Muscleman evolved into a hi-tech symbol in the mid-80s, a sign of the changing times. His new appearance was silent testimony to the indomitable spirit that carried MRF across the INR 20 billion mark.
The muscleman's appearance changed once again in 1996, MRF's golden jubilee year. He started appearing in full form, and is now also known affectionately as the MRF Tyreman by motorists across India and 65 countries worldwide, who have come to rely on him for a safe and comfortable ride.
THE BIRTH OF THE MUSCLEMAN
In the 1960's, the Indian tyre market was completely controlled by the large multi-national companies. Around this time MRF opened a tyre factory at Tiruvottiyur in Tamil Nadu. With that, came the task of recognising an appropriate Corporate Brand Symbol: one that would distinctly represent the Company's culture, and convey the same to everyone in a country of varied languages and cultures.
In this process of developing suggestions for the symbol, some enterprising employees conducted an informal market survey, interviewing people from all over the country about their expectations from a good tyre.
But one day, a truck driver at a roadside dhaba (makeshift eatery) somewhere in Western India hit upon the right idea when he said, "A good tyre should have all the qualities of a pehalwan (strong man)." And from this simple statement, the muscleman was born.
Tell us what you think of the MRF Muscleman.
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