Mahindra Honors Farmers With Heartfelt #ThankYouKisan Campaign on Kisan Diwas

Mahindra Tractors, India’s leading tractor brand and part of the Mahindra Group, is celebrating Kisan Diwas with a heartfelt campaign titled "Thank You Kisan." This year, the initiative revolves around a thought-provoking digital film that highlights the immeasurable contributions of Indian farmers, urging urban audiences and social media-savvy youngsters to express their gratitude.

Building on the narrative of last year’s campaign, “Did You Thank the Farmer?”, Mahindra draws attention to the unnoticed heroes behind every meal—the farmers. In a creative twist, the campaign parallels the acknowledgment we give to food delivery personnel, who have become integral to urban life, and reminds viewers to extend similar appreciation to the farmers who grow the food. The engaging film showcases food delivery workers, emphasizing how we habitually thank them when receiving parcels, yet often forget to recognize the efforts of farmers, the true providers of our meals.

Observed annually on December 23, Kisan Diwas commemorates the birth anniversary of Choudhary Charan Singh, India’s fifth Prime Minister and a staunch advocate for farmers’ rights. It is a day dedicated to celebrating and honoring the pivotal role of farmers in sustaining the nation. Through this initiative, Mahindra encourages people across India to use social media to share their gratitude with the hashtag #ThankYouKisan, fostering a culture of appreciation and awareness.

In line with Mahindra’s mission to empower farmers through innovative solutions, reliable tractors, and financial support, the campaign reinforces the company’s commitment to rural prosperity. By bridging the urban-rural gap, Mahindra aims to inspire audiences to connect more deeply with the farming community.

Participating in the campaign is simple: individuals can post messages of appreciation for farmers on platforms like Instagram, Facebook, or YouTube, using #ThankYouKisan. The initiative not only creates awareness but also encourages people to reflect on the essential role of farmers in their daily lives.

Through this campaign, Mahindra underscores the significance of Kisan Diwas as more than just a day of observance—it becomes an opportunity for urban dwellers to express gratitude and recognize the hard work of farmers who form the backbone of the nation’s food system. With its creative storytelling and emotional appeal, the Thank You Kisan campaign bridges the gap between India’s urban and rural audiences, making it a meaningful tribute to farmers.