Mahindra Tractors Taps Sukhbir Singh, Parmish Verma for Punjab Campaign
Mahindra Tractors has launched its Punjab-focused campaign featuring Sukhbir Singh and Parmish Verma with a recreated 'Oh Ho Ho Ho' track.
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Mahindra Tractors has launched a music-driven brand film ‘Duniya Vich Ikko Lalkaar’ celebrating the state’s farming heritage, featuring Punjabi singer Sukhbir Singh and actor-singer Parmish Verma, as part of its Punjab-centric campaign.
The campaign is based on a re-creation of Sukhbir Singh’s 1999 hit ‘Ishq Tera Tadpave’ better known as ‘Oh Ho Ho Ho’. The video captures the scale, strength and technology of Mahindra Tractors with Punjab’s agricultural landscape as the backdrop.
Campaign will be launched on different platforms to target Punjab’s audiences. Mahindra Tractors said the initiative is driven by the state’s rich agricultural heritage and the brand’s long-standing association with farmers in the region.
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Check out the campaign here:
Campaign Vision:
Parikshit Ghosh, Senior Vice President and Head – Marketing & National Business Operations, Mahindra Tractors said, “The campaign celebrates the shared spirit of ambition and global influence associated with both the brand and Punjabi music.
"Mahindra Tractors is a global brand born in India, trusted by farmers across markets and recognised for its power, technology and performance. Through Duniya Vich Ikko Lalkaar, we are celebrating the shared spirit of ambition, confidence and global influence that defines both Mahindra Tractors and Punjabi music," Ghosh said.
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"This is an expression of our global offerings, bringing together culture and creativity to connect with audiences in a way that is contemporary and unmistakably Punjabi," he added.
Sukhbir Singh said the collaboration was personally meaningful, recalling Mahindra Tractors' long association with Indian agriculture.
"Growing up, Mahindra Tractors was a common sight on farms, and over the years I have watched this brand become a global success story while staying deeply connected to Indian farming. This journey of Mahindra Tractors resonates strongly with me personally," he said.
"I am delighted to collaborate with this powerful brand on Duniya Vich Ikko Lalkaar. It was exciting to recreate my song with campaign lyrics that celebrate the passion, pride and global influence that both Punjab and Mahindra Tractors share," Singh added.
The campaign also showcases Mahindra Tractors’ product portfolio which includes Mahindra NOVO, Mahindra ARJUN and Mahindra YUVO TECH+ series that the company said have been designed to cater to the agricultural needs of Punjab.
