Mahindra & Mahindra (M&M) and Not Just Marketing (NJM) Club of NMIMS, Mumbai came up with a national level design competition “NJM Mahindra Unleash the Beast” in February 2014. The competition was broadly divided into three categories, each with a unique task related to branding and celebrating the history of the iconic Mahindra Scorpio automobile. The three categories were different in terms of deliverable but all of them needed the participants to think out of the way and showcase the car in a way not seen by many. In one of the categories, KaleidoScorp the participants were asked to design a coffee table book/ brochure to reflect the power and performance of Scorpio. This project connected the dots across various sectors where the automobile dominated like adventure, sports, defence, and showcasing how the car was a perfect fit across all of them. The design competed with other creative works from all over the country and after final evaluation by the Mahindra & Mahindra team and NJM Club it turned out to the winner in the category.