Mahindra Tractors Launches 'Duniya Vich Ikko Lalkaar' Campaign to Celebrate Punjab's Farming Pride

Key Highlights

• Mahindra Tractors launched 'Duniya Vich Ikko Lalkaar' campaign in Chandigarh.

• Features Punjabi stars Sukhbir Singh and Parmish Verma.

• Recreated iconic 'Oh Ho Ho Ho' song for the campaign.

• Highlights NOVO, ARJUN, and YUVO TECH+ tractor series.

• Celebrates Punjab's farming culture and entrepreneurial spirit.

Mahindra Tractors has launched its new Punjab-focused brand campaign, 'Duniya Vich Ikko Lalkaar', with a grand event held in Chandigarh. The campaign features popular Punjabi music stars Sukhbir Singh and Parmish Verma, combining music, culture, and agriculture to celebrate Punjab's farming heritage.

The campaign is part of Mahindra's wider marketing initiative that will connect with audiences across Punjab through multiple platforms while highlighting the company's leadership in tractor technology, performance, and innovation.

Campaign Inspired by Punjab's Farming Spirit

According to Mahindra Tractors, 'Duniya Vich Ikko Lalkaar' is inspired by Punjab's progressive farmers and entrepreneurial mindset. The campaign celebrates the confidence, ambition, and determination that have made Punjab one of India's leading agricultural states.

Through this initiative, Mahindra aims to strengthen its relationship with customers by recognising Punjab's significant contribution to Indian agriculture while showcasing its technology-driven tractor range designed for modern farming.

Iconic 'Oh Ho Ho Ho' Returns in a New Avatar

A major highlight of the campaign is the recreated version of Sukhbir Singh's famous song 'Ishq Tera Tadpave', popularly known as 'Oh Ho Ho Ho'.

The new music video stars Sukhbir Singh alongside Parmish Verma and is set against the scenic backdrop of Punjab. The video presents Mahindra tractors through a cinematic journey that reflects the state's agricultural strength, rich culture, and aspirations. By blending storytelling with music, the campaign aims to create a stronger emotional connection with farmers and audiences across the region.

Mahindra Focuses on Global Strength with Local Connect

Speaking at the launch, Parikshit Ghosh, Senior Vice President and Head - Marketing & National Business Operations, Mahindra Tractors, said the campaign reflects the shared values of ambition and global recognition associated with both Mahindra Tractors and Punjabi culture.

He added that 'Duniya Vich Ikko Lalkaar' combines culture and creativity to present Mahindra's globally recognised tractor portfolio in a modern way while remaining deeply connected to Punjab's roots.

Sukhbir Singh Shares His Experience

Speaking about the collaboration, Sukhbir Singh said Mahindra Tractors has been a familiar part of Punjab's farms since his childhood. He added that he has seen the brand grow into a global success while staying closely connected to Indian agriculture.

He expressed his happiness at partnering with Mahindra for the campaign and said recreating his iconic song with new lyrics celebrating the pride, passion, and global influence shared by Punjab and Mahindra made the experience even more special.

Tractor Range Designed for Punjab's Modern Farmers

Mahindra Tractors said its long association with Punjab has helped the company understand the changing needs of farmers in the state. This understanding is reflected in its tractor portfolio, which includes:

• Mahindra NOVO Series

• Mahindra ARJUN Series

• Mahindra YUVO TECH+ Series

These tractor platforms are designed to offer the power, advanced technology, durability, and performance required for modern agricultural operations in Punjab.

Strengthening Bonds with Punjab's Farming Community

With the launch of 'Duniya Vich Ikko Lalkaar', Mahindra Tractors aims to deepen its connection with Punjab's farming community by celebrating the state's rich agricultural legacy through music, storytelling, and innovation. The campaign also reinforces Mahindra's commitment to delivering advanced tractor solutions that support the evolving needs of farmers while honouring Punjab's culture and spirit.

Also Read: UP Government Increases Farmer Scholarship to ₹5,000 Per Month: Big Relief for Children of Farming Families

CMV360 Says

Mahindra Tractors 'Duniya Vich Ikko Lalkaar' campaign is a unique blend of Punjab's culture, music, and modern farming. By featuring renowned Punjabi artists and showcasing its advanced tractor portfolio, the company aims to strengthen its bond with farmers across the state. The initiative reflects Mahindra's commitment to innovation while celebrating Punjab's agricultural heritage, entrepreneurial spirit, and growing global influence through an engaging and memorable brand campaign.