Mahindra Tractors, India’s leading tractor brand, marked National Kisan Diwas on December 23 with the launch of a distinctive campaign titled ‘Aasaan Hota Toh Har Koi Kisaan Hota’, paying tribute to the resilience and contribution of Indian farmers. At the heart of the initiative was India’s first-ever Farmers’ Film Festival, a unique user-generated storytelling platform dedicated to life in the country’s agricultural heartlands.
The campaign invited filmmakers, storytellers, influencers, and rural content creators to share authentic narratives that reflect the realities of farming. These stories captured everyday agricultural practices, evolving technologies, sustainability efforts, and the cultural richness of rural India, while also highlighting the grit and perseverance required to be a farmer.
The initiative received an overwhelming response, garnering over 600 entries from participants across diverse regions and socio-economic backgrounds. The wide range of submissions showcased the depth and diversity of India’s farming community. Winners of the festival are set to be announced this week, coinciding with the culmination of National Kisan Diwas celebrations.
A respected jury featuring Mahesh Manjrekar, Sonali Kulkarni, Vipin Sharma, and noted agri-influencer Indian Farmer was constituted to ensure credibility and creative integrity. Selected films and stories will be amplified across Mahindra Tractors’ digital platforms to reach a wider audience.
To further strengthen engagement, Mahindra Tractors’ leadership spent 24 hours with farmers, witnessing firsthand how they juggle multiple responsibilities daily, often without recognition. This was followed by an open call encouraging employees, partners, vendors, financiers, and influencers to visit farms and share farmers’ stories. The initiative saw participation from over 88,000 individuals nationwide.
Through this campaign, Mahindra Tractors reinforced its long-standing commitment to recognising and celebrating India’s farmers, honouring their role as the backbone of the nation’s economy and food security.
