Mahindra Tractors has launched ‘Duniya Vich Ikko Lalkaar’, a Punjab-focused campaign anchored by a music video featuring singer Sukhbir Singh and actor-singer Parmish Verma, built around a recreated version of Sukhbir’s 1999 hit ‘Ishq Tera Tadpave’ – widely known as ‘Oh Ho Ho Ho’.
Shot across Punjab’s landscapes, the video showcases the scale, power and technology of Mahindra Tractors while leaning into the state’s deep agricultural heritage and the brand’s long-standing ties with local farmers. The campaign will roll out across multiple touchpoints targeting Punjab audiences.
Parikshit Ghosh, Senior VP & Head of Marketing and National Business Operations at Mahindra Tractors, said the brand is a globally recognised name born in India, trusted for its power, technology and performance. He added that the campaign celebrates the shared ambition and confidence connecting Mahindra Tractors and Punjabi music, framing it as a culturally rooted yet contemporary expression of the brand’s global presence.
Sukhbir Singh said Mahindra Tractors was a familiar sight on farms during his childhood and that watching the brand grow into a global success story while staying rooted in Indian farming resonated with him personally. He called recreating his song for the campaign an exciting way to capture the passion and pride shared by Punjab and the brand.
The campaign also spotlights Mahindra’s product line-up for the region, including the NOVO, ARJUN and YUVO TECH+ series, positioned as tractors built specifically for Punjab’s farming needs.
